RELATIONSHIPS BETWEEN CONSUMPTION VALUES, PERSONAL CHARACTERISTICS AND BEHAVIORAL INTENTIONS IN MOBILE SHOPPING ADOPTION AMONG DIFFERENT PRODUCT AND SERVICE TYPES

Abstract

Past literature indicated that consumption value is an important factor in consumer decision-making to adopt online shopping. However, most studies focused only on a single product or service type. Thus, the generalization of the results is limited. Moreover, previous studies of the indirect effects of personal characteristics on online shopping adoption emphasized solely through utilitarian values. None investigated the indirect effects through consumption values which include both utilitarian and hedonic aspects. This study is to examine the relationships between consumption values, personal characteristics and behavioral intentions in mobile shopping adoption from the perspectives of different product and service types. The results revealed that convenience, security, and emotional values are common values in which consumers of fashion goods and accommodations consider when deciding to purchase on mobile. Apart from common values, travelers also consider conditional and epistemic values when assessing whether to reserve accommodations on mobile. Moreover, innovativeness and self-efficacy were shown to exert the significant indirect effects via consumption values to the intentions to adopt mobile shopping. Managerial implications and suggestions are further discussed.