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Predicting the Chinese Consumer’s Consumption Value of Using Mobile Apps to Shop Fashion Products

Liu, Zhangyahui, Liu
http://orcid.org/0000-0002-2440-6588
http://rave.ohiolink.edu/etdc/view?acc_num=kent1469884479

Abstract Details

2016, MA, Kent State University, College of the Arts / School of Art.
The purpose of this study is to investigate the relationship among consumers’ consumption values and their intention to shop fashion products at an online retailer using mobile apps, and also to investigate their intention to shop at the same retailers’ offline extensions. To examine the relationship among these variables, this study adopted the consumption value theory (Sheth, Newman, & Gross, 1991). A sample was collected from 398 online consumers in China’s four cities provided usable reposes to this study. The results revealed that perceived emotional value were the most important factor influenced consumers’ intention to shop at an online retailer using mobile apps. Specifically, perceived convenience, monetary, and conditional values significantly influenced consumers’ intention to shop at an online retailer using mobile apps. Contrary to expectations, the social and epistemic values did not have a significant effect on intention to shop at an online retailer using mobile apps. Findings also suggested that consumers’ intention to shop at an online retailer using mobile apps and the intention to shop at the retailer’s offline extension were showed a significant positive relationship. This study provides empirical evidence of the potential of mobile shopping apps usage among the Chinese online consumers.
Jihyun Kim (Advisor)
Jonghan Hyun (Advisor)
Tuo Wang (Committee Member)
103 p.
Behavioral Psychology; Behavioral Sciences; Behaviorial Sciences; Business Administration
Consumption value theory; mobile apps; m-commerce; e-commerce; consumer behavior

Recommended Citations

Citations

  • Liu, Liu, Z. (2016). Predicting the Chinese Consumer’s Consumption Value of Using Mobile Apps to Shop Fashion Products [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469884479

    APA Style (7th edition)

  • Liu, Liu, Zhangyahui. Predicting the Chinese Consumer’s Consumption Value of Using Mobile Apps to Shop Fashion Products . 2016. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1469884479.

    MLA Style (8th edition)

  • Liu, Liu, Zhangyahui. "Predicting the Chinese Consumer’s Consumption Value of Using Mobile Apps to Shop Fashion Products ." Master's thesis, Kent State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469884479

    Chicago Manual of Style (17th edition)

kent1469884479
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© 2016, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.