%0 Journal Article
%T M-Consumer Segmentation: M-Communication, M-Distribution, and M-Accessibility
%A Ju-Young M. Kang
%A Kim K.P. Johnson
%J International Journal of Marketing Studies
%D 2013
%I 
%R 10.5539/ijms.v5n1p86
%X The purpose of this study was to examine the interrelationship among the m-consumers¡¯ personality traits, m-communication, m-distribution, and m-accessibility utilities, as well as their willingness to m-shop. This study found that m-communication and m-accessibility utilities were key factors in predicting willingness to m-shop. Our findings demonstrated that more extraverted, more agreeable, and less neurotic m-consumers were likely to perceive high levels of m-communication utility. More conscientious m-consumers were likely to perceive high levels of m-distribution utility and low levels of m-accessibility utility. In addition, this study identified that consumers who were more open to experience, more extraverted, and less conscientious were likely to have high levels of willingness to m-shop. Managerial implications and recommendations for future research were presented.
%U http://www.ccsenet.org/journal/index.php/ijms/article/view/20629