Abstract
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.
Highlights
Online sales have been growing nonstop in recent years, and their importance in regards to total retail sales is forecast to continue growing in the coming years
The findings show that shopping enjoyment has a positive impact on perceived usefulness so that higher levels of shopping enjoyment relate to greater perceived usefulness with the use of mobile shopping; supporting H1a
Regarding the impact of value consciousness, the results reveal that it has a positive effect on both perceived usefulness and ease of use
Summary
Online sales have been growing nonstop in recent years, and their importance in regards to total retail sales is forecast to continue growing in the coming years (eMarketer, 2019). Previous mobile commerce studies have analyzed several factors or drivers to explain its consumer adoption (Groß, 2015a; Hubert et al, 2017; Ko et al, 2009; Liébana-Cabanillas et al, 2017; Sujatha and Sekkizhar, 2019) and have examined different types of mobile commerce innovations (e.g. mobile banking, Shankar et al, 2020; Shareef et al, 2018; mobile shopping apps, McLean et al, 2020; Sarkar et al, 2019; and mobile payment, Liu et al, 2019a, 2019b; Zhang and Mao, 2020), using different theoretical models (e.g. diffusion of innovations theory, theory of reasoned action (TRA), technology acceptance model and unified theory of acceptance and use of technology)
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