Personal Values and Motivational Complexities in Mobile Shopping

Park, Ha Eun
Yap, Crystal
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Master of Philosophy
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Auckland University of Technology

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.

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