Personal Values and Motivational Complexities in Mobile Shopping
| aut.embargo | No | en_NZ |
| aut.thirdpc.contains | No | en_NZ |
| aut.thirdpc.permission | No | en_NZ |
| aut.thirdpc.removed | No | en_NZ |
| dc.contributor.advisor | Yap, Crystal | |
| dc.contributor.author | Park, Ha Eun | |
| dc.date.accessioned | 2017-06-15T01:28:16Z | |
| dc.date.available | 2017-06-15T01:28:16Z | |
| dc.date.copyright | 2017 | |
| dc.date.created | 2017 | |
| dc.date.issued | 2017 | |
| dc.date.updated | 2017-06-14T09:50:35Z | |
| 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. 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. | en_NZ |
| dc.identifier.uri | https://hdl.handle.net/10292/10553 | |
| dc.language.iso | en | en_NZ |
| dc.publisher | Auckland University of Technology | |
| dc.rights.accessrights | OpenAccess | |
| dc.subject | Personal Value | en_NZ |
| dc.subject | Mobile Shopping | en_NZ |
| dc.subject | Motivation | en_NZ |
| dc.subject | Hard Laddering | en_NZ |
| dc.subject | Means-end Theory | en_NZ |
| dc.subject | Consumer Behaviour | en_NZ |
| dc.title | Personal Values and Motivational Complexities in Mobile Shopping | en_NZ |
| dc.type | Thesis | |
| thesis.degree.grantor | Auckland University of Technology | |
| thesis.degree.level | Masters Theses | |
| thesis.degree.name | Master of Philosophy | en_NZ |