Rethinking fashion m-commerce’s consumer profiles: attitudes, motivations, and demographics

C. Parker, Tung-Ying Lee
{"title":"Rethinking fashion m-commerce’s consumer profiles: attitudes, motivations, and demographics","authors":"C. Parker, Tung-Ying Lee","doi":"10.1080/10696679.2022.2045501","DOIUrl":null,"url":null,"abstract":"ABSTRACT Designers require consumer characteristics to develop enticing shopping apps. This paper investigates if attitudes toward attitude toward/ motivation to engage in m-Commerce are more appropriate characteristics than age and gender through statistical analysis. We reveal two groups rooted in attitude and motivation through two-step cluster analysis and apply binomial logistic regression to determine their association with shopping motivations. We show that age and gender have no association with multichannel retail importance or app design. We encourage practitioners to abandon gender stereotypes, design apps based on attitudinal and motivational characteristics, and use apps to increase convenience over brand enthusiasm.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2022-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2022.2045501","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

ABSTRACT Designers require consumer characteristics to develop enticing shopping apps. This paper investigates if attitudes toward attitude toward/ motivation to engage in m-Commerce are more appropriate characteristics than age and gender through statistical analysis. We reveal two groups rooted in attitude and motivation through two-step cluster analysis and apply binomial logistic regression to determine their association with shopping motivations. We show that age and gender have no association with multichannel retail importance or app design. We encourage practitioners to abandon gender stereotypes, design apps based on attitudinal and motivational characteristics, and use apps to increase convenience over brand enthusiasm.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
重新思考时尚移动商务的消费者形象:态度、动机和人口统计
摘要设计师需要消费者的特点来开发诱人的购物应用程序。本文通过统计分析,调查了对参与移动商务的态度/动机的态度是否比年龄和性别更合适。我们通过两步聚类分析揭示了两个植根于态度和动机的群体,并应用二项式逻辑回归来确定他们与购物动机的关系。我们发现,年龄和性别与多渠道零售的重要性或应用程序设计无关。我们鼓励从业者摒弃性别刻板印象,根据态度和动机特征设计应用程序,并使用应用程序来增加便利性,而不是品牌热情。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
期刊介绍: The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
期刊最新文献
To block or not to block? Predictors of ad blocker usage Customer relationship management in healthcare: strategies for adoption in a public health system Creative consumers and experiential benefits and outcomes of upcycling end-of-life products Examining the impact of absorptive capacity and organizational learning on international strategic performance: can the two go together? Proxy reports of others’ behaviors: when are they more accurate?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1