The purpose of this paper is to uncover the motivational tensions underlying mobile shopping (m-shopping) behaviours. The authors focus on consumer motivations and the pursuit of life end goals with respect to m-shopping.
Based on the means-end chain theory, hard-laddering approach was used to elicit associations between attributes, consequences and values from 251 online participants. Content analysis was used to develop a hierarchical value map “mapping” these associations to uncover underlying values for m-shopping.
Mobile shoppers are motivated by their self-actualisation needs (self-focused) and/or social needs (other-focused). Participants’ response contradictions reflected internal complexities and ambivalences during their purchasing decisions. Decisions are based on their concerns around security, time, technological or financial.
This study provides managerial insights into retail marketing and strategies. Marketers should consider creating user-friendly applications by researching the customer journey experience, heightening security measures and ensuring that added-value offers are clearly communicated to meet consumers’ personal values and motivations.
The paper presents an original conceptual contribution of personal values related to m-shopping as desires for self-empowerment, altruism and relationships with others, self-fulfilment and hedonism and possible consumer internal conflicts.
