Purpose

To investigate how consumer demographics and motivations may influence their mobile shopping intensity.

Design/methodology/approach

An online survey was developed to collect data using SurveyMonkey's online shopper panel. The final sample consisted of 937 mobile shoppers. Linear regression analysis was performed to test the hypotheses.

Findings

Consumers' education and income levels significantly increase their number of mobile purchases, their frequency of purchases, and the amount of money spent on mobile purchases. Males have been found to spend more on mobile shopping than females, while younger people made more mobile purchases than older people. This study also identifies six types of motivations that drive consumers’ mobile shopping intensity, including convenience seeking, bargain hunting, enjoyment seeking, perceived usefulness, ease of use, and innovativeness.

Research limitations/implications

Future research may examine additional motivational measures and situational factors and conduct cross-cultural studies.

Practical implications

Findings from this study can help businesses develop their mobile shopping strategies.

Originality/value

This is the first study to investigate how consumer demographics and motivations may influence their mobile shopping intensity.

中文翻译：

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移动购物强度：消费者人口统计和动机

目的

调查消费者人口统计和动机如何影响他们的移动购物强度。

设计/方法/方法

开发了一项在线调查以使用 SurveyMonkey 的在线购物者面板收集数据。最终样本由 937 名移动购物者组成。进行线性回归分析以检验假设。

发现

消费者的教育程度和收入水平显着增加了他们的移动购买次数、购买频率以及在移动购买上花费的金额。研究发现，男性在移动购物上的花费比女性多，而年轻人的移动购物比老年人多。本研究还确定了推动消费者移动购物强度的六种动机，包括寻求便利、讨价还价、寻求享受、感知有用性、易用性和创新性。

研究限制/影响

未来的研究可能会检查额外的激励措施和情境因素，并进行跨文化研究。

实际影响

这项研究的结果可以帮助企业制定他们的移动购物策略。

原创性/价值

这是第一项调查消费者人口统计和动机如何影响他们的移动购物强度的研究。