M Consumer Segmentation M Communication M Distribution and…消费者细分通信分销和.pdfVIP

International Journal of Marketing Studies; Vol. 5, No. 1; 2013 ISSN 1918-719X E-ISSN 1918-7203 Published by Canadian Center of Science and Education M-Consumer Segmentation: M-Communication, M-Distribution, and M-Accessibility Ju-Young M. Kang1 Kim K. P. Johnson2 1 Apparel Product Design and Merchandising Program, Department of Family and Consumer Sciences, University of Hawaii at Manoa, Honolulu, USA 2 Retail Merchandising Program, Department of Design, Housing, and Apparel, University of Minnesota, St. Paul, USA Correspondence: Ju-Young M. Kang, Apparel Product Design and Merchandising Program, Department of Family and Consumer Sciences, University of Hawaii at Manoa, Honolulu, USA. Tel: 1-808-956-2244. E-mail: jykang@ Received: September 15, 2012 Accepted: October 5, 2012 Online Published: January 15, 2013 doi:10.5539/ijms.v5n1p86 URL: /10.5539/ijms.v5n1p86 Abstract 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 lev