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http://dx.doi.org/10.15207/JKCS.2022.13.02.201

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

Yang, Byunghwa (Department of Psychology, Kangwon National University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.2, 2022 , pp. 201-214 More about this Journal
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.
Keywords
Personality traits; Mobile shopping; Privacy concern; Perceived value; Shopping intention;
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