重新思考时尚移动商务的消费者形象:态度、动机和人口统计

IF 4.4 Q2 BUSINESS
C. Parker, Tung-Ying Lee
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引用次数: 0

摘要

摘要设计师需要消费者的特点来开发诱人的购物应用程序。本文通过统计分析,调查了对参与移动商务的态度/动机的态度是否比年龄和性别更合适。我们通过两步聚类分析揭示了两个植根于态度和动机的群体,并应用二项式逻辑回归来确定他们与购物动机的关系。我们发现,年龄和性别与多渠道零售的重要性或应用程序设计无关。我们鼓励从业者摒弃性别刻板印象,根据态度和动机特征设计应用程序,并使用应用程序来增加便利性,而不是品牌热情。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Rethinking fashion m-commerce’s consumer profiles: attitudes, motivations, and demographics
ABSTRACT Designers require consumer characteristics to develop enticing shopping apps. This paper investigates if attitudes toward attitude toward/ motivation to engage in m-Commerce are more appropriate characteristics than age and gender through statistical analysis. We reveal two groups rooted in attitude and motivation through two-step cluster analysis and apply binomial logistic regression to determine their association with shopping motivations. We show that age and gender have no association with multichannel retail importance or app design. We encourage practitioners to abandon gender stereotypes, design apps based on attitudinal and motivational characteristics, and use apps to increase convenience over brand enthusiasm.
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来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
期刊介绍: The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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