Effects of Consumers' Demographic Profile on Mobile Commerce Adoption

• 발행기관: 한국유통과학회
• 저자명: Lee Jung-Wan Cormier James F.
• 간행물 정보: 『유통과학연구(JDS)』제8권 제1호, 5~11쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2010.03.30

영문 초록

This study addresses a shift, generally positive, in the acceptance and adoption of mobile commerce. The study, based on data collected using a sW'Vey questionnaire from mobile phone users in South Korea, examined the relationships using factor analysis and multiple regression analysis methods. The results showed equal positive adoption rates across all demographics of age, education, and income,except for gender, in terms of attitudes toward mobile shopping. The rate of mobile commerce adoption was relatively stronger among females than males. This frnding provides new developments to mobile service providers on the effect of demographic profile on consumers’behavior and attitudes toward mobile shopping. Based on the results of the study, practical implications for marketing strategies in mobile commerce markets are suggested.

목차

I. INTRODUCTION

II . LITERATURE REVIEW

III . RESEARCH MET HODOLOGY

IV. RESULTS OF DATA ANALYSIS

V. DISCUSSIONS AND POLICY IMPLICATIONS

VI. CONCLUSIONS

키워드

e-commerce mobile commerce digital divide Internet gender issue technology acceptance consumer behavior online shopping mobile shopping marketing strategy