Rethinking fashion m-commerce’s consumer profiles: attitudes, motivations, and demographics

ABSTRACT

Designers require consumer characteristics to develop enticing shopping apps. This paper investigates if attitudes toward attitude toward/ motivation to engage in m-Commerce are more appropriate characteristics than age and gender through statistical analysis. We reveal two groups rooted in attitude and motivation through two-step cluster analysis and apply binomial logistic regression to determine their association with shopping motivations. We show that age and gender have no association with multichannel retail importance or app design. We encourage practitioners to abandon gender stereotypes, design apps based on attitudinal and motivational characteristics, and use apps to increase convenience over brand enthusiasm.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

¹ High Street retailers, a UK idiom, are retailers found in towns and city’s central retail areas nationwide or regionwide. Alternative (international) names include Main Street, The Strip, or Downtown retailers (USA, Canada, and Ireland).

² Facebook’s advert targeting algorithm is proprietary to Facebook, and – as such – the authors are unable to disclose the exact nature of how certain participants viewed adverts while others did not.