Salient antecedents of mobile shopping intentions: Media dependency, fashion/brand interest and peer influence
1
조회
0
다운로드
7
인용
0
참고문헌
키워드
초록
Ubiquitous usages of mobile devices among young adult consumers have been wellrecognized.Themobile retail industry has been estimated to have 70 billion subscribers by2016. There has been much trade report regarding the statistics and estimates of thesignificance of the industry. However, there is little empirical research explaining thedynamics behind what motivates young adult consumers to usemobile devices for variouscommerce related activities. This study, therefore, aims to unveil a few key antecedentsinfluencing Gen Y consumers’ behavioral intentions toward the use of mobile devices forcommunication as well as commerce purposes. We developed a conceptual model basedon the Media Dependency Theory (Ball-Rokeach & Defluer, 1976) and conspicuousconsumption (Veblen, 1899) literature. Five hundred and four college students in two largeUS universities provided usable responses to our pencil-and-paper survey. Causalmodeling analysis results demonstrated that females exhibited higher fashion/brandinterest, compared to the counterparts. Individual’s perception regarding peer influence onusingmobile devices substantially and positively influenced both fashion/brand interest aswell as text messaging behavior via mobile devices, which in turn positively led to theintentions to use mobile devices for shopping for apparel products and receive thepromotional messages delivered via mobile devices.
Abstract
Ubiquitous usages of mobile devices among young adult consumers have been wellrecognized.Themobile retail industry has been estimated to have 70 billion subscribers by2016. There has been much trade report regarding the statistics and estimates of thesignificance of the industry. However, there is little empirical research explaining thedynamics behind what motivates young adult consumers to usemobile devices for variouscommerce related activities. This study, therefore, aims to unveil a few key antecedentsinfluencing Gen Y consumers’ behavioral intentions toward the use of mobile devices forcommunication as well as commerce purposes. We developed a conceptual model basedon the Media Dependency Theory (Ball-Rokeach & Defluer, 1976) and conspicuousconsumption (Veblen, 1899) literature. Five hundred and four college students in two largeUS universities provided usable responses to our pencil-and-paper survey. Causalmodeling analysis results demonstrated that females exhibited higher fashion/brandinterest, compared to the counterparts. Individual’s perception regarding peer influence onusingmobile devices substantially and positively influenced both fashion/brand interest aswell as text messaging behavior via mobile devices, which in turn positively led to theintentions to use mobile devices for shopping for apparel products and receive thepromotional messages delivered via mobile devices.
참고문헌 (109)
- "Application generated mobile texts to exceed $70 billion revenues by 2016, overtaking person-to-person messaging" (2011)[URL]
- Bacile, T. J., "Mobile coupons: Is a picture worth a thousand words?, In Society for Marketing and Advances", pp.104~105 (2010), Society for Marketing Advances
- Ball-Rokeach, S. J., "A theory of media power and theory of media use : Different stories, questions, and way of thinking", Mass Communication & Society, 1, pp.5~40 (1998)
- Ball-Rokeach, S. J., "A dependency model of mass media effects", Communication Research, 3, pp.3~21 (1976)
- Bakewell, C., "UK generation Y fashion consciousness", Journal of Fashion Marketing and Management, 10, pp.169~180 (2006)
- Balabanis, G., "Consumer attitudes towards multi-channel retailers’ websites : The role of involvement, brand attitude, Internet knowledge and visit duration", Journal of Business Strategies, 18, pp.105~131 (2001)
- Barkhi, R., "The impact of personality types on purchasing decisions in virtual stores", Information Technology and Management, 8, pp.313~330 (2007)
- Bearden, W. O., "Measurement of consumer susceptibility to interpersonal influence", Journal of Consumer Research, 15, pp.473~481 (1989)
- Belk, R. W., "Possessions and the extended self", Journal of Consumer Research, 15, pp.139~168 (1988)
- Boneva, B., "Using e-mail for personal relationships : The difference gender makes", American Behavioral Scientist, 45, pp.530~549 (2001)
- Bosnjak, M., "Predicting and explaining the propensity to bid in online auctions : A comparison of two action–theoretical models", Journal of Consumer Behavior, 5, pp.102~116 (2006)
- "Teen, college students are most active cell phone users" (2005)[URL]
- Bush, A. J., "The influence of consumer socialization variables on attitude toward advertising : A comparison of African-Americans and Caucasians", Journal of Advertising, 28, pp.13~24 (1999)
- Carroll, J., "A field study of perceptions and use of mobile telephones by 16 to 22 year olds", Journal of Information Technology Theory and Application, 4, pp.49~62 (2002)
- Chen-Yu, J. H., "Adolescents’ clothing motives and store selection criteria : A comparison between South Korea and the United States", Journal of Fashion Marketing and Management, 14, pp.127~144 (2010)
- Cho, S., "Gender, fashion innovativeness and opinion leadership, and need for touch: Effects on multi-channel choice and touch", non-touch preference in clothing shopping, 2011, pp.15(3), 363~382[DOI]
- "What you need to know about Generation Z" (2010)[URL]
- Darley, W. K., "Gender differences in information processing strategies : An empirical test of the selectivity model in advertising response", Journal of Advertising, 24, pp.41~56 (1995)
- Davis, L. L., "Clothing and human behavior : A review", Home Economics Research Journal, 12, pp.325~335 (1984)
- "Mobile advertising revenue to reach $11.4 Billion in 2013: Gartner" (2013)[URL]
- "Marketing to Gen Z-Teens" (2011)[URL]
- Falk, P., "The shopping experience" (1997), Sage
- "comScore Reports November 2012 U.S. mobile subscriber market share" (2013)[URL]
- Fortunati, L., "Italy: Stereotypes, true and false, In Perpetual contact, mobile communication. Private talk, public performance", pp.42~62 (2002), Cambridge University Press
- Gentry, L., "Comparison of three models to explain shop-bot use on the Web", Psychology & Marketing, 19, pp.945~956 (2002)
- Gierl, H., "Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption", International Journal of Research in Marketing, 27, pp.225~235 (2010)
- Goldsmith, R. E., "Social values and fashion leadership", Clothing and Textiles Research Journal, 10, pp.37~45 (1991)
- Grant, A. E., "Television shopping : A media system dependency perspective", Communication Research, 18, pp.773~798 (1991)
- Grant, I., "Why young consumers are not open to mobile marketing communication", International Journal of Advertising, 26, pp.223~246 (2007)
- Guthrie, M., "The effects of facial image and cosmetic usage on perceptions of brand personality", Journal of Fashion Marketing and Management, 12, pp.164~181 (2008)
- Haghirian, P., "Consumer attitude toward advertising via mobile devices: An empirical investigation among Austrian users, In Proceedings of the 13th European Conference on Information Systems", pp.1~12 (2005), ECIS 2005
- "In U.S. men are shopping more than ever, while women are watching more TV. Consumer & Shopping Insights" (2011)[URL]
- Haste, H., "Joined up texting : Mobile phones and young people", Young Consumers, 6(3), pp.55~67 (2005)
- Hawes, J. M., "Understanding the outshopper", Journal of the Academy of Marketing Science, 12, pp.200~218 (1984)
- Hogg, M. A., "Social identifications : A social psychology of intergroup relations and group processes" (1988), Routledge
- Hsu, M. H., "Internet self-efficacy and electronic service acceptance", Decision Support Systems, 38, pp.369~381 (2004)
- Ibrahim, N. A., "The influence of socialization agents on fashion consciousness", International Journal of Business and Social Science, 2(14), pp.127~134 (2011)
- Jackson, L., "Gender and the Internet : Women communicating and men searching", Sex Roles, 44, pp.363~379 (2001)
- Jones, A., "Wireless marketing : The linking value of text messaging", Journal of Advertising & Marketing to Children, 3, pp.39~44 (2002)
- Kaiser, S., "The social psychology of clothing : Symbolic appearances in context(2nd ed.)" (1997), Fairchild
- Karjaluoto, H., "Exploring gender influence on customer’s intention to engage permission‐based mobile marketing", Electronic Markets, 18, pp.242~259 (2008)
- Katz, J. E., "Machines that become us : The social context of personal communication" (2003), Transaction
- Katz, J. E., "Mobile phones as fashion statements: The co-creation of mobile communication’s public meaning, In Mobile communications: Re-negotiation of the social sphere", pp.63~81 (2005), Springer
- Katz, J. E., "Mobile phones as fashion statements : Evidence from student surveys in the US and Japan", New Media & Society, 8, pp.321~337 (2006)
- Keillor, B. D., "Influences on adolescent brand preferences in the United States and Mexico", Journal of Advertising Research, 36, pp.47~56 (1996)
- Khalifa, M., ". Adoption of mobile commerce: Role of exposure, In Proceedings of the 35th Hawaii International Conference on System Science", pp.1~7 (2002), IEEE Computer Society Press
- Khare, A., "Predictors of fashion clothing involvement among Indian youth. Journal of Targeting", Measurement and Analysis for Marketing, 18, pp.209~220 (2010)
- Wooyang Kim, "Consumer innovativeness and consideration set as antecedents of the consumer decision process for highly globalized new products: a three-country empirical study", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(1), pp.1~23 (2012), 한국마케팅과학회[DOI]
- Eun Young Kim, "Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(1), pp.34~47 (2010), 한국마케팅과학회
- Kim, J., "Effects of personal traits on generation Y consumers’ attitudes toward the use of mobile devices for communication and commerce", Human Technology : An Interdisciplinary Journal on Humans in ICT Environments, 8, pp.133~157 (2012)
- Kim, J., "Are US consumers ready to adopt mobile technology for fashion goods? An integrated theoretical approach", Journal of Fashion Marketing and Management, 13, pp.215~230 (2009)
- Kim, J., "A consumer shopping channel extension model : Attitude shift toward the online retailer", Journal of Fashion Marketing and Management, 9, pp.106~121 (2005)
- Doris H. Kincade, "Generational Consumer Segments and Shopping Process Characteristics: Baby Boomers and Echo Boomers with Apparel Product Selection Activities", Journal of Global Fashion Marketing, 1(1), pp.19~29 (2010), 한국마케팅과학회
- Klobas, J. E., "Adults learning to use the Internet : A longitudinal study of attitudes and other factors associated with intended Internet use", Library and Information Science Research, 22, pp.5~34 (2000)
- Daeyoung Koh, "The Effects of Consumer Preferences for Wireless Internet Services on the Demand for Mobile Devices", Journal of Global Scholars of Marketing Science(마케팅과학연구), 21(3), pp.146~154 (2011), 한국마케팅과학회
- Laroche, M., "The knowledge-experienceevaluation relationship : A structural equations modeling test of gender differences", Canadian Journal of Administrative Sciences, 20, pp.246~259 (2003)
- Lau, A., "Adoption of on-line trading in the Hong Kong financial market", Journal of Electronic Commerce Research, 2, pp.58~65 (2001)
- 이현화, "Toward Developing a Mobile Channel Extension Model: Roles of Compatibility, Subjective Norm, and Media Influences", 한국의류학회지, 35(12), pp.1425~1439 (2011), 한국의류학회
- Lee, K. C., "Exploring the user interface of negotiation support systems from the user acceptance perspective", Computers in Human Behavior, 23, pp.220~239 (2007)
- Lee, H. -H., "Internet vs mobile services : Comparisons of gender and ethnicity", Journal of Research in Interactive Marketing, 4(4), pp.346~375 (2010)
- "Teens, cell phones and texting: Text messaging becomes centerpiece communication" (2010)[URL]
- Ling, R., ""We will be reached" : The use of mobile telephony among Norwegian youth", Information Technology and People, 13, pp.102~114 (2000)
- Limayem, M., "What makes consumers buy from Internet? A longitudinal study of online shopping", IEEE Transactions on Systems, Man, and Cybernetics – Part A: Systems and Humans, 30, pp.421~432 (2000)
- Luarn, P., "Toward an understanding of the behavioral intention to use mobile banking", Computers in Human Behavior, 21, pp.873~891 (2005)
- "Gender differences emerge in smartphone shopping behavior" (2012)[URL]
- "Mobile messaging futures 2012–2016" (2012)[URL]
- McCracken, G., "Does clothing have a code? Empirical findings and theoretical implications in the study of clothing as a means of communication", International Journal of Research in Marketing, 6, pp.13~33 (1989)
- "Studies—How women and moms use social media and mobile today" (2011)[URL]
- Michie, S., "Barriers women face in information technology careers : Selfefficacy, passion and gender biases", Women in Management Review, 21, pp.10~27 (2006)
- Mitchell, V. -W., "Gender differences in German consumer decision-making styles", Journal of Consumer Behaviour, 3, pp.4 (2004), 331~346
- "Global mobile statistics 2012 Part A: Mobile subscribers; handset market share; mobile operators" (2012)[URL]
- "Mass marketing versus personalized" (2013)[URL]
- Moschis, G. P., "The impact of family communication on adolescent consumer socialization", Advances in Consumer Research, 11, pp.314~319 (1983)
- "How we use our mobiles" (2012)[URL]
- O’Cass, A., "Fashion clothing consumption : Antecedents and consequences of clothing involvement", European Journal of Marketing, 38, pp.869~882 (2004)
- Oh, S., "The characteristics of mobile data service users in Australia", International Journal of Mobile Communications, 6, pp.217~230 (2008)
- Oksman, V., "Mobile communication as a social stage : Meanings of mobile communication in everyday life among teenagers in Finland", New Media & Society, 6, pp.319~339 (2004)
- "Mobile trends: Consumer views of mobile shopping and mobile service providers (White paper)" (2011)[URL]
- O’Shaughnessy, J., "Why people buy" (1987), Oxford University Press
- Ozcan, Y. Z., "Research note : A need or a status symbol? Use of cellular telephones in Turkey", European Journal of Communication, 18, pp.241~254 (2003)
- Pavlou, P. A., "What drives electronic commerce across cultures? A cross-cultural empirical investigation of the theory of planned behavior", Journal of Electronic Commerce Research, 3, pp.240~253 (2002)
- Phau, I., "Young consumers’ motives for using SMS and perceptions towards SMS advertising", Direct Marketing : An International Journal, 3, pp.97~108 (2009)
- "Mobile factbook 2012" (2012)[URL]
- Rainer, R. K., "Are gender perceptions of computing changing over time", Journal of Computer Information Systems, 43, pp.108~114 (2003)
- "Forrester: U.S. mobile commerce to reach $31 billion by 2016" (2011)[URL]
- Ray, C. M., "Men’s and women’s attitudes toward computer technology : A comparison", Office System Research Journal, 17, pp.1~8 (1999)
- "Media system dependency theory and using the Internet for in-depth, specialized information" (2008)[URL]
- Shavitt, S., "Public attitudes towards advertising : More favorable than you might think", Journal of Advertising Research, 38, pp.7~22 (1998)
- Skumanich, S. A., "Individual media dependency. Relations within television shopping programming : A causal model reviewed and revised", Communication Research, 25, pp.200~219 (1998)
- Slama, M. E., "Selected socioeconomic and demographic characteristics associated with purchasing involvement", Journal of Marketing, 49, pp.72~82 (1985)
- "Americans and text messaging" (2011)[URL]
- Sproles, G. B., "Fashion : Consumer behavior toward dress" (1979), Burgess
- Srivastava, L., "Mobile phones and the evolution of social behaviour", Behaviour and Information Technology, 24, pp.111~129 (2005)
- Steinberg, L., "The vicissitudes of autonomy in early adolescence", Child Development, 57, pp.841~851 (1986)
- Steinberg, L., "Age differences in resistance to peer influence", Developmental Psychology, 43, pp.1531~1543 (2007)
- Stets, J. E., "Identity theory and social identity theory", Social Psychology Quarterly, 63, pp.224~237 (2000)
- Tan, G., "Determinants of mobile learning adoption : An empirical analysis", Journal of Computer Information Systems, 52, pp.82~91 (2012)
- "The rise of the sharing economy", The Economist, 407(8826), pp.9~ (2013)
- Jeff W. Totten, "Attitudes of Gen-X & Gen-Y Adults Toward Participatingin Mobile Phone Surveys: A Two-Phase Study", Journal of Global Scholars of Marketing Science(마케팅과학연구), 21(1), pp.1~8 (2011), 한국마케팅과학회
- Tully, C. J., "Youth in motion : Communicative and mobile. A commentary from the perspective of youth sociology", Youth, 10, pp.19~43 (2002)
- Turner, J. C., "Rediscovering the social group : A self-categorization theory" (1987), Basil Blackwell
- Van Slyke, C., "Gender-based differences in consumer e-commerce adoption", Communications of AIS, 26, pp.17~34 (2010)
- Venkatesh, V., "Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior", MIS Quarterly, 24, pp.115~139 (2000)
- Wang, A., "Consumers’ intentions on usages of image recognition opt-in", International Journal of Mobile Marketing, 5, pp.141~153 (2010)
- Wang, H. -Y., "User acceptance of mobile internet based on the unified theory of acceptance and use of technology : Investigating the determinants and gender differences", Social Behavior and Personality, 38, pp.415~426 (2010)
- Ward, S., "Consumer socialization", Journal of Consumer Research, 1, pp.1~17 (1974)
- Workman, J. E., "Dress and society" (2008), Fairchild Books
- Wood, W., "The empirical analysis of technology camel", Issues in Information Systems, 6, pp.154~160 (2005)
- Arch G. Woodside, "Economic Psychology and Fashion Marketing Theory Appraising Veblen’s Theory of Conspicuous Consumption", Journal of Global Fashion Marketing, 3(2), pp.55~60 (2012), 한국마케팅과학회
