Author : Zhangyahui Liu
Publisher :
ISBN 13 :
Total Pages : 103 pages
Book Rating : 4.:/5 (18 download)
Book Synopsis Predicting the Chinese Consumer's Consumption Value of Using Mobile Apps to Shop Fashion Products by : Zhangyahui Liu
Download or read book Predicting the Chinese Consumer's Consumption Value of Using Mobile Apps to Shop Fashion Products written by Zhangyahui Liu and published by . This book was released on 2016 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.