Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

The Relationship between the Personality Traits and Mobile Shopping Intention: Parallel Mediating Effects of Privacy Concern and Perceived Value

대학생의 성격특질과 모바일 쇼핑의도의 관계: 프라이버시 염려와 지각된 가치의 매개효과

  • Yang, Byunghwa (Department of Psychology, Kangwon National University)
  • Received : 2022.01.04
  • Accepted : 2022.02.20
  • Published : 2022.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the relationship between young adults' personality traits and mobile shopping intention, through mediation effects of privacy concern and perceived value of purchase based oh the mobile devices. For purposes of the study, data were collected from a convenience sample of 204 undergraduate students who participated in introduction to psychology and marketing at a large university in South Korea. To test the research model, this study used a path analysis with a maximum likelihood method and a regression analysis with a parallel mediation using bootstrapping procedures. The study results indicated that privacy concern can mediate the effects of neuroticism and agreeableness on mobile shopping intentions. Also, the relationship between openness and mobile shopping intention was mediated by the perceived value of mobile commerce. From these results, it suggests that mobile marketers should consider personality traits of young adults for customizing the personalized mobile marketing strategies.

본 연구는 대학생의 개인성향으로서의 성격특질과 모바일 쇼핑의도의 관계성을 알아보고, 이들 관계에 영향을 주는 프라이버시 염려와 지각된 가치의 매개효과를 분석하였다. 이를 위해 스마트폰기반의 모바일 쇼핑에 익숙한 대학생 250명을 대상으로 설문조사를 실시하였고, 그 가운데 불성실 응답을 제외하고 모든 설문항목에 응답한 204명의 데이터를 타당한 자료로 분석하였다. 분석 결과, 5요인 성격차원 중 신경증 성향은 프라이버시 염려와 직접적인 정적 관계를 보였고 외향성 및 호감성은 프라이버시 염려와 직접적인 부적 관계를 나타냈다. 또한 외향성과 개방성은 지각된 가치와 직접적인 정적 관계를 보였으나 다른 성격차원의 효과는 통계적으로 유의미하지 않았다. 한편, 프라이버시 염려는 신경증 및 호감성과 쇼핑의도의 관계를 매개하였고, 지각된 가치는 개방성과 쇼핑의도의 관계를 매개하는 것으로 나타났다. 마지막으로 본 연구의 결과를 바탕으로 대학생 대상의 모바일 마케팅을 위한 5요인 성격차원에 따른 개인화된 마케팅 전략을 제안하였다.

Keywords

References

  1. Statistics Korea. (2021.12.03.). Report of Online Shopping Survey in October 2021. https://kosis.kr/publication/publicationThema.do
  2. A. J. Rohm, T. T. Gao, F. Sultan & M. Pagani. (2012). Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing. Business Horizons, 55(5), 485-493. DOI : 10.1016/j.bushor.2012.05.004
  3. S. Rao & I. Troshani. (2007). A conceptual framework and propositions for the acceptance of mobile services. Journal of Theoretical and Applied Electronic Commerce Research, 2(2), 61-73. DOI : 10.3390/jtaer2020014
  4. A. Morgan-Thomas & C. Veloutsou. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21-27. DOI : 10.1016/j.jbusres.2011.07.019
  5. J. Zhang & E. Mao. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology & Marketing, 25(8), 787-805. DOI : 10.1002/mar.20239
  6. P. P. Zubcsek, Z. Katona & M. Sarvary. (2017). Predicting mobile advertising response using consumer colocation networks. Journal of Marketing, 81(4), 109-126. DOI : 10.1509/jm.15.0215
  7. J. Martins, C. Costa, T. Oliveira, R. Goncalves & F. Branco. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387. DOI : 10.1016/j.jbusres.2017.12.047
  8. F, Zeng, Q. Ye, J. Li & Z. Yang. (2021). Does self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox. Journal of Business Research, 124, 667-675. DOI : 10.1016/j.jbusres.2020.02.006
  9. S. Barth & M. D. de Jong (2017). The privacy paradox-Investigating discrepancies between expressed privacy concerns and actual online behavior-A systematic literature review. Telematics and Informatics, 34(7), 1038-1058. DOI : 10.1016/j.tele.2017.04.013
  10. T. P. Tran, E. S. Mai & E. C. Taylor. (2021). Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective. Journal of Business Research, 125, 239-251. DOI : 10.1016/j.jbusres.2020.12.029
  11. S. Agrebi & J. Jallais. (2015). Explain the intention to use smartphones for mobile shopping. Journal of Retailing and Consumer Services, 22, 16-23. DOI : 10.1016/j.jretconser.2014.09.003
  12. S. San-Martin, N. Jimenez, C. Camarero & R. San-Jose. (2020). The path between personality, self-efficacy, and shopping regarding games apps. Journal of Theoretical and Applied Electronic Commerce Research, 15(2), 59-75. DOI : 10.4067/S0718-18762020000200105
  13. A. Kazeminia, M. Kaedi & B. Ganji. (2019). Personality-based personalization of online store features using genetic programming: Analysis and experiment, Journal of Theoretical and Applied Electronic Commerce Research, 14(1), 16-29. DOI : 10.4067/S0718-18762019000100103
  14. P. T. Costa, Jr. & R. R. McCrae. (1992). Four ways five factors are basic. Personality and Individual Differences, 13(6), 653-665. DOI : 10.1016/0191-8869(92)90236-I
  15. R. R. McCrae & P. T. Costa, Jr. (2007). Brief version of the NEO-PI-3. Journal of Individual Differences, 28(3), 116-128. DOI : 10.1027/1614-0001.28.3.116
  16. T. Correa, A. W. Hinsley & H. G. De Zuniga. (2010). Who interacts on the Web?: The intersection of users' personality and social media use. Computers in Human Behavior, 26(2), 247-253. DOI : 10.1016/j.chb.2009.09.003
  17. G. Bansal, F. M. Zahedi & D. Gefen. (2010). The impact of personal dispositions on information sensitivity, privacy concern and trust in disclosing health information online. Decision Support Systems, 49(2), 138-150. DOI : 10.1016/j.dss.2010.01.010
  18. T. Amiel & S. L. Sargent. (2004). Individual differences in Internet usage motives. Computers in Human Behavior, 20(6), 711-726. DOI : 10.1016/j.chb.2004.09.002
  19. K. K. Kulkarni, A. D. Kalro & D. Sharma. (2019). Sharing of branded viral advertisements by young consumers: The interplay between personality traits and ad appeal. Journal of Consumer Marketing, 36(6), 846-857. DOI : 10.1108/JCM-11-2017-2428
  20. E. E. Hollenbaugh & A. L. Ferris. (2014). Facebook self-disclosure: Examining the role of traits, social cohesion, and motives. Computers in Human Behavior, 30, 50-58. DOI : 10.1016/j.chb.2013.07.055
  21. J. Marbach, C. R. Lages & D. Nunan. (2016). Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement. Journal of Marketing Management, 32(5-6), 502-525. DOI : 10.1080/0267257X.2015.1128472
  22. S. Devaraj, R. F. Easley & J. M. Crant. (2008). How does personality matter? Relating the five-factor model to technology acceptance and use. Information Systems Research, 19(1), 93-105. DOI : 10.1287/isre.1070.0153
  23. Z. A. Mohammed & G. P. Tejay. (2021). Examining the privacy paradox through individuals' neural disposition in e-commerce: An exploratory neuroimaging study. Computers & Security, 104, 102201, 1-13. DOI : 10.1016/j.cose.2021.102201
  24. K. D. Martin, A. Borah & R. W. Palmatier. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36-58. DOI : 10.1509/jm.15.0497
  25. I. Adjerid, E. Peer & A. Acquisti. (2016). Beyond the privacy paradox: Objective versus relative risk in privacy decision making. MIS Quarterly, 42(2), 465-488. DOI : 10.25300/MISQ/2018/14316
  26. K. L. Hui, H. H. Teo & S. Y. T. Lee. (2007). The value of privacy assurance: An exploratory field experiment. MIS Quarterly, 31(1), 19-33. DOI : 10.2307/25148779
  27. M. Hamouda. (2018). Understanding social media advertising effect on consumers' responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426-445. DOI : 10.1108/JEIM-07-2017-0101
  28. K. F. Peng, Y. Chen & K. W. Wen. (2014). Brand relationship, consumption values and branded app adoption. Industrial Management & Data Systems, 114(8), 1131-1143. DOI : 10.1108/IMDS-05-2014-0132
  29. R. Kanfer & P. Ackerman. (2000). Individual differences in work motivation: Further explorations of a trait framework. Applied Psychology, 49(3), 470-482. DOI : 10.1111/1464-0597.00026
  30. T. A. Judge, C. L. Jackson, J. C. Shaw, B. A. Scott & B. L. Rich. (2007). Self-efficacy and work-related performance: The integral role of individual differences. Journal of Applied Psychology, 92(1), 107-127. DOI : doi.org/10.1037/0021-9010.92.1.107
  31. N. K. Malhotra, S. S. Kim & J. Agarwal. (2004). Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15(4), 336-355. DOI : 10.1287/isre.l040.0032
  32. S. Y. Lam & V. Shankar (2014). Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations. Journal of Interactive Marketing, 28(1), 26-42. DOI : 10.1016/j.intmar.2013.06.004
  33. J. J. Cronin Jr, M. K. Brady & G. T. M. Hult. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. DOI : 10.1016/S0022-4359(00)00028-2
  34. W. T. Wang & H. M. Li. (2012). Factors influencing mobile services adoption: A brand-equity perspective. Internet Research, 22(2), 142-179 DOI : 10.1108/10662241211214548
  35. P. M. Podsakoff, S. B. MacKenzie, J. Y. Lee & N. P. Podsakoff. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. DOI : 10.1037/0021-9010.88.5.879
  36. M. M. Griffin & T. D. Steinbrecher. (2013). Large-scale datasets in special education research. International Review of Research in Developmental Disabilities, 45, 155-183 DOI : 10.1016/B978-0-12-407760-7.00004-9
  37. K. J. Preacher & A. F. Hayes. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891. DOI : 10.3758/BRM.40.3.879
  38. R. P. Bagozzi & Y. Yi. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. DOI : 10.1007/BF02723327
  39. C. Fornell & D. F. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. DOI : 0.1177/002224378101800104 https://doi.org/10.1177/002224378101800104