Individual Values and Motivational Complexities In Mobile Shopping Consumption
Park, H; Yap, SF
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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. For the rapidly growing area of m-shopping, this study explores consumers’ desired consumption outcomes and personal values that drive m-shopping preferences. Analysis of data obtained through a hard laddering approach (n = 300 m-shopping consumers) reveals new dominant perceptual patterns that draws new consumer typologies relating not only to social values, but also more individual motives of value for personal image and social recognition. Further analysis shows that consumers have to compromise and balance between their conflicting personal values. The study augments previous literature in personal values research and m-shopping motivational research, as researchers can better understand how specific attributes of m-shopping relate to more emotional and symbolic aspects and link back to more private personal values. The study contributes towards a deeper understanding of m-shopper behaviour.