IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v4y2014i3p68-84.html
   My bibliography  Save this article

Understanding the Psychology of Mobile Phone Use and Mobile Shopping of the 1990s Cohort in China: A Lifestyle Approach

Author

Listed:
  • Matthew J. Haught

    (Department of Journalism, University of Memphis, Memphis, TN, USA)

  • Ran Wei

    (School of Journalism and Mass Communications, University of South Carolina, Columbia, SC, USA)

  • Yang Xuerui

    (College of Advertising, Communication University of China, Beijing, China)

  • Jin Zhang

    (College of Advertising, Communication University of China, Beijing, China)

Abstract

As the first of its kind, this study presents a theory-informed large-scale survey of China's most independent-minded and media-savvy citizens — the 1990s cohort of the Millennial generation — to understand the psychology of their mobile telephoning and shopping habits. In doing so, we applied the lifestyle segmentation approach to predict mobile media consumption and mobile shopping. Using data collected from a probability sample 1,600 respondents from China's leading cities, this study identifies six population segments within the 1990s cohort and analyzed the media consumption and mobile shopping habits for each segment. Results show mobile shopping was in its infancy in China. The segment of Online Social Climbers spend the most on mobile handsets and on mobile services, while the Bargain-Seekers segment spent the least. Implications of the findings for mobile marketers are discussed.

Suggested Citation

  • Matthew J. Haught & Ran Wei & Yang Xuerui & Jin Zhang, 2014. "Understanding the Psychology of Mobile Phone Use and Mobile Shopping of the 1990s Cohort in China: A Lifestyle Approach," International Journal of Online Marketing (IJOM), IGI Global, vol. 4(3), pages 68-84, July.
    • Handle: RePEc:igg:jom000:v:4:y:2014:i:3:p:68-84
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijom.2014070105
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhang, Yixue & Zhao, Pengjun & Lin, Jen-Jia, 2021. "Exploring shopping travel behavior of millennials in Beijing: Impacts of built environment, life stages, and subjective preferences," Transportation Research Part A: Policy and Practice, Elsevier, vol. 147(C), pages 49-60.
    2. Groß, Michael, 2016. "Impediments to mobile shopping continued usage intention: A trust-risk-relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 109-119.
    3. Sabakun Naher Shetu & Md. Muzahidul Islam & Sadia Islam Promi, 2022. "An Empirical Investigation of the Continued Usage Intention of Digital Wallets: The Moderating Role of Perceived Technological Innovativeness," Future Business Journal, Springer, vol. 8(1), pages 1-17, December.
    4. Purwanto & Kuswandi, 2017. "Effects of Flexibility and Interactivity on the Perceived Value of and Satisfaction with E-Commerce (Evidence from Indonesia)," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 139-159.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:4:y:2014:i:3:p:68-84. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.