Study about M-Consumer Segmentation: An Approach for M-Communication, M-Distribution, and M-Accessibility
New Innovations in Economics, Business and Management Vol. 3,
27 November 2021
,
Page 43-54
https://doi.org/10.9734/bpi/niebm/v3/14573D
Abstract
The increased use of mobile communication and the rapid development of mobile shopping technologies have significant financial implications, particularly for business-to-consumer retail markets. The purpose of this study was to examine the interrelationship among the m-consumers’ personality traits, m-communication, m-distribution, and m-accessibility utilities, as well as their willingness to m-shop. This study found that m-communication and m-accessibility utilities were key factors in predicting willingness to m-shop. Our findings demonstrated that more extraverted, more agreeable, and less neurotic m-consumers were likely to perceive high levels of m-communication utility. More conscientious m-consumers were likely to perceive high levels of m-distribution utility and low levels of m-accessibility utility. In addition, this study identified that consumers who were more open to experience, more extraverted, and less conscientious were likely to have high levels of willingness to m-shop. Managerial implications and recommendations for future research were presented.
- M-accessibility
- M-communication
- M-distribution
- mobile web shopping
- personality