The influence of consumer personality traits on mobile shopping intention

  1. Zaira Camoiras-Rodriguez 1
  2. Concepcion Varela 1
  1. 1 Department of Business Organization and Marketing, University of Santiago de Compostela, Spain
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Ano de publicación: 2020

Volume: 24

Número: 3

Páxinas: 331-353

Tipo: Artigo

DOI: 10.1108/SJME-02-2020-0029 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Spanish journal of marketing-ESIC

Obxectivos de Desenvolvemento Sustentable

Resumo

Purpose – This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions. Design/methodology/approach – To test the conditioned indirect effects, path analysis is used. Findings – The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits. Practical implications – Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base. Originality/value – Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.

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