An empirical analysis on the influence factors of mobile shopping intention of consumers in China and Korea Based on Ordered Multi-classification Logistic Regression Model
This article constructed the theoretical model of mobile shopping intention from three dimensions of individual characteristics, shopping motivation and mobile shopping features.Meanwhile, this paper took Chinese and Korean consumers as examples, and used questionnaires and the ordered multi-classification logistic regression model to analyze the specific effects of these factors on mobile shopping intention.The results showed that shopping frequency was positively related to mobile shopping intention of Chinese and Korean consumers.Monthly consumptions, utilitarianism, instant connectivity and personalized information push had positive effect on mobile shopping intention of Chinese consumers.Hedonism, utilitarianism, instant connectivity and accessibility to SNS had positive effect on mobile shopping intention of Korean consumers.Whereas, other factors like gender, age and Time for daily use of mobile phones had no notable influences.Furthermore, the marginal effect analysis results indicated that Chinese consumers had polarizationtrend in the use of mobile shopping and high demand for personalized information push compared with the Korean consumers.
China and Korea mobile shopping Ordered multi-classification logistic regression model
Xuan Wen Yiran Li
School of information management Wuhan University Wuhan,China
国际会议
郑州
英文
59-67
2018-09-21（万方平台首次上网日期，不代表论文的发表时间）