Personal Values and Motivational Complexities in Mobile Shopping

Date
2017
Authors
Park, Ha Eun
Supervisor
Yap, Crystal
Item type
Thesis
Degree name
Master of Philosophy
Journal Title
Journal ISSN
Volume Title
Publisher
Auckland University of Technology
Abstract

With the expansion of mobile shopping (m-shopping) consumption, there is an increased need to understand the variety of consumer motives for consumer engagement in such behaviour. While the m-shopping industry is growing at a rapid pace, the paradoxes of consumer behaviour include the fact that consumers are enthusiastic about conducting searches through m-shopping but when making purchases, they go back to online shopping. This study sought to address this paradox by exploring the motivational complexity of m-shopping. Accordingly, the research objectives were twofold: to explore personal values that drive m-shopping consumption, and to investigate the possible value conflicts of m-shoppers. Based on data collected (n=251) through the hard-laddering approach, this study found 10 types of personal values that motivate m-shopping: Self-respect, Recognition, Exciting Life, Family Well-being, A Sense of Accomplishment, Centre of Attention, Self-direction, Financial Independence, Sense of Belongingness, and Financial Security. Based on two personality characteristics, that is, social character and openness to change, a typology of the personal values of m-shoppers was developed to explain personal values that drive m-shopping consumption. This study also found several value conflicts that are likely to occur in m-shopping consumption. Identified conflicts were: Exciting Life vs. Financial Security, Centre of Attention vs. Financial Independence, and Family Well-being vs. Self-direction. The analysis showed that consumers have to compromise and prioritize between their conflicting personal values. The study augments previous literature in personal values research and m-shopping research, as it provides researchers with a better understanding of how m-shopping consumption satisfies the personal values of consumers. This study provides a springboard for further m-shopping research and personal value oriented investigations in relation to segmentation development as well as m-shopping dissemination. Managerially, this study provides insight into creating a more favourable service design and marketing strategies for m-shopping consumption.

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Keywords
Personal Value , Mobile Shopping , Motivation , Hard Laddering , Means-end Theory , Consumer Behaviour
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