Consumption Values, Personal Characteristics and Behavioral Intentions in Mobile Shopping Adoption

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