Individual Values and Motivational Complexities In Mobile Shopping Consumption
| aut.relation.conference | ANZMAC 2016 Conference | en_NZ |
| aut.researcher | Yap, Crystal | |
| dc.contributor.author | Park, H | en_NZ |
| dc.contributor.author | Yap, SF | en_NZ |
| dc.date.accessioned | 2018-11-27T03:07:37Z | |
| dc.date.available | 2018-11-27T03:07:37Z | |
| dc.date.copyright | 2016 | en_NZ |
| dc.date.issued | 2016 | en_NZ |
| dc.description.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. 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. | |
| dc.identifier.citation | In Proceedings of the 2016 ANZMAC, Marketing in a Post-Disciplinary Era, University of Canterbury, Christchurch, New Zealand, 5-7 December, pp. 146-152. | |
| dc.identifier.uri | https://hdl.handle.net/10292/12084 | |
| dc.publisher | Australian and New Zealand Marketing Academy (ANZMAC) | |
| dc.relation.uri | http://pandora.nla.gov.au/pan/25410/20180918-0906/ANZMAC%20proceedings%202016.pdf | |
| dc.rights | The content and any opinions expressed represent the views of the authors only. Apart from fair dealing for the purpose of private study, research, criticism or review as permitted under the Copyright Act, no part may be reproduced without prior written permission from the Publisher. | |
| dc.rights.accessrights | OpenAccess | en_NZ |
| dc.subject | Personal value; Mobile shopping; Motivation; Hard laddering; Means-end theory | |
| dc.title | Individual Values and Motivational Complexities In Mobile Shopping Consumption | en_NZ |
| dc.type | Conference Contribution | |
| pubs.elements-id | 210871 | |
| pubs.organisational-data | /AUT | |
| pubs.organisational-data | /AUT/Business & Law | |
| pubs.organisational-data | /AUT/Business & Law/Marketing | |
| pubs.organisational-data | /AUT/Faculty of Business, Economics and Law | |
| pubs.organisational-data | /AUT/Faculty of Business, Economics and Law/Marketing, Advertising, Retailing & Sales |