M-Consumer Segmentation: M-Communication, M-Distribution, and M-Accessibility

Ju-Young M. Kang, Kim K.P. Johnson


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.

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DOI: http://dx.doi.org/10.5539/ijms.v5n1p86

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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