Motivational drivers for mobile shopping adoption: an empirical study of the Chinese Generation Y consumers

Yang, Heng (2021) Motivational drivers for mobile shopping adoption: an empirical study of the Chinese Generation Y consumers. Doctoral thesis, University of Wales Trinity Saint David.

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One of the most prominent trends of the 21st century in China is the emergence of e-commerce, especially mobile commerce, which has changed people’s lives, notably in the way they conduct shopping. This study investigates mobile shopping behaviour in China, focusing on Generation Y, for the following two reasons:( 1) Research on consumers’ behavioural intention in adopting mobile shopping has been carried out previously, yet the research into this trend in China is limited and research with specific focus on the Chinese Generation Y is even more so. ( 2) Since Chinese Generation-Y has played a dominant role and made a significant impact on the online retailing market, the researcher believes it is essential to conduct Chinese Generation-Y-focused research to develop a deeper understanding of this special group’s consumption behaviour so that the online and offline marketers and retailers will be able to develop effective strategies in terms of customer positioning and mobile shopping platform design. Following an extensive literature review, the research develops a new conceptual framework which extends the existing framework of the Unified Theory of Acceptance and use of Technology, also known as the UTAUT (Venkatesh, et al.,2003) and Six Dimensions of Hedonic Shopping Motivation (Arnold and Reynold, 2003). This novel integration has not been attempted in previous research. The research was also designed to employ a combination of quantitative and qualitative methods for a robust understanding of mobile commerce acceptance in Chinese Generation-Y. Data was collected via an online questionnaire survey with a sample of 473 and an additional six interviews. Various statistical techniques in Statistical Package for Social Science (SPSS) are used for quantitative analysis and the thematic method is used for qualitative analysis. The research findings confirm that the key factors affecting the behavioural intention of mobile shopping are as follows: performance expectancy, effort expectancy, facilitating conditions, perceived gratification shopping, perceived role shopping, and perceived value shopping. Other factors found to have an insignificant impact include social influence, perceived individual innovativeness, perceived adventure shopping, perceived social shopping, and perceived idea shopping. These findings help move existing theory forward, and consideration of using this integrated model can help scholars examine all the potential factors that might influence the reasons behind mobile shopping in China. In addition, this research framework further provides three practical implications for mobile shopping platform providers to consider: customer experience, product attributes, and customer positioning.

Item Type: Thesis (Doctoral)
Subjects: D History General and Old World > DS Asia
H Social Sciences > HF Commerce
Divisions: Theses and Dissertations > Doctoral Theses
Depositing User: Lesley Cresswell
Date Deposited: 10 May 2022 08:08
Last Modified: 27 Jul 2023 13:45

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