Study about M-Consumer Segmentation: An Approach for M-Communication, M-Distribution, and M-Accessibility
The rapid development of mobile shopping technology, as well as the rising use of mobile communication, has substantial financial ramifications, particularly for business-to-consumer retail industries. The goal of this study was to look at how personality qualities, m-communication, m-distribution, and m-accessibility utilities, as well as their propensity to m-shop, interrelate. The utility of m-communication and m-accessibility were revealed to be important factors in determining willingness to m-shop in this study. More extraverted, pleasant, and less neurotic m-consumers were more likely to perceive high levels of m-communication usefulness, according to our findings. High levels of m-distribution utility and low levels of m-accessibility utility were more likely to be seen by more conscientious m-consumers. Furthermore, customers who were more open to new experiences, more extraverted, and less conscientious were more likely to m-shop. Managerial consequences and research ideas for the future were discussed.
Ju-Young M. Kang
Fashion Design and Merchandising Program, Department of Family and Consumer Sciences, University of Hawaii at Manoa, Honolulu, USA.
Kim K. P. Johnson
Retail Merchandising Program, Department of Design, Housing, and Apparel, University of Minnesota, St. Paul, USA.