M-Consumer Segmentation: M-Communication, M-Distribution, and M-Accessibility
- Ju-Young Kang
- Kim Johnson
Abstract
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.
- Full Text:
PDF
- DOI:10.5539/ijms.v5n1p86
Journal Metrics
Google-based Impact Factor (2021): 1.34
h-index (July 2022): 70
i10-index (July 2022): 373
Index
- Academic Journals Database
- CNKI Scholar
- EconBiz
- Electronic Journals Library
- Excellence in Research for Australia (ERA)
- GETIT@YALE (Yale University Library)
- Harvard Library
- IBZ Online
- Infotrieve
- JournalTOCs
- LOCKSS
- MIAR
- PKP Open Archives Harvester
- RePEc
- ResearchGate
- ROAD
- Scilit
- SHERPA/RoMEO
- Stanford Libraries
- UCR Library
Contact
- Alyssa SunEditorial Assistant
- ijms@ccsenet.org