消费者人格特质对移动购物意愿的影响

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2020-11-23 DOI:10.1108/sjme-02-2020-0029

Zaira Camoiras-Rodriguez, C. Varela

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引用次数: 9

摘要

目的本研究旨在分析价值意识和购物享受这两种人格特质何时以及如何通过有用性和易用性感知影响移动购物意愿，从而加深对移动购物驱动因素的理解。设计/方法/方法为了测试条件间接效应，使用通径分析。结果表明，消费者的价值意识和购物享受对移动购物意愿都有正向的间接影响。然而，购物享受只与实用性相关，而价值意识则与实用性和易用性相关。研究结果还表明，在研究人格特质的影响时，需要考虑边界条件。实际意义移动零售商在试图增加客户群时，需要根据用户的个性进行市场细分。原创性/价值尽管人格特质与个人行为相关，但关于人格不同方面对个人参与移动商务的影响的研究非常少，并且关于其影响的结果也不一致。因此，本研究试图通过分析两个客户特征和两个中介变量:易用性和有用性感知之间的相互作用，为移动商务研究做出贡献。

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The influence of consumer personality traits on mobile shopping intention

Purpose This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions. Design/methodology/approach To test the conditioned indirect effects, path analysis is used. Findings The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits. Practical implications Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base. Originality/value Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.