Understanding the Psychology of Mobile Phone Use and Mobile Shopping of the 1990s Cohort in China: A Lifestyle Approach

Matthew J. Haught, Ran Wei, Yang Xuerui and Jin Zhang
Additional contact information
Matthew J. Haught: Department of Journalism, University of Memphis, Memphis, TN, USA
Ran Wei: School of Journalism and Mass Communications, University of South Carolina, Columbia, SC, USA
Yang Xuerui: College of Advertising, Communication University of China, Beijing, China
Jin Zhang: College of Advertising, Communication University of China, Beijing, China

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 3, 68-84

Abstract: As the first of its kind, this study presents a theory-informed large-scale survey of China's most independent-minded and media-savvy citizens — the 1990s cohort of the Millennial generation — to understand the psychology of their mobile telephoning and shopping habits. In doing so, we applied the lifestyle segmentation approach to predict mobile media consumption and mobile shopping. Using data collected from a probability sample 1,600 respondents from China's leading cities, this study identifies six population segments within the 1990s cohort and analyzed the media consumption and mobile shopping habits for each segment. Results show mobile shopping was in its infancy in China. The segment of Online Social Climbers spend the most on mobile handsets and on mobile services, while the Bargain-Seekers segment spent the least. Implications of the findings for mobile marketers are discussed.

Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/ijom.2014070105 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:4:y:2014:i:3:p:68-84

Access Statistics for this article

International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

More articles in International Journal of Online Marketing (IJOM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().