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; Jin Zhang

doi:10.4018/978-1-5225-2599-8.ch006

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
, Jin Zhang

^*Corresponding author for this work

Department of Communication Studies

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

2 Citations (Scopus)

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.

Original language	English
Title of host publication	Mobile Commerce
Subtitle of host publication	Concepts, Methodologies, Tools, and Applications
Editors	Information Resources Management Association
Publisher	IGI Global
Pages	88-105
Number of pages	18
Volume	1
ISBN (Electronic)	9781522526001
ISBN (Print)	1522525998, 9781522525998
DOIs	https://doi.org/10.4018/978-1-5225-2599-8.ch006
Publication status	Published - 19 Jun 2017

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Haught, M. J., Wei, R., Xuerui, Y., & Zhang, J. (2017). Understanding the psychology of mobile phone use and mobile shopping of the 1990s cohort in China: A lifestyle approach. In Information Resources Management Association (Ed.), Mobile Commerce: Concepts, Methodologies, Tools, and Applications (Vol. 1, pp. 88-105). IGI Global. https://doi.org/10.4018/978-1-5225-2599-8.ch006

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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.",

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Understanding the psychology of mobile phone use and mobile shopping of the 1990s cohort in China: A lifestyle approach. / Haught, Matthew J.; Wei, Ran; Xuerui, Yang et al.
Mobile Commerce: Concepts, Methodologies, Tools, and Applications. ed. / Information Resources Management Association. Vol. 1 IGI Global, 2017. p. 88-105.

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

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T1 - Understanding the psychology of mobile phone use and mobile shopping of the 1990s cohort in China

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AB - 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.

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A2 - Information Resources Management Association,

PB - IGI Global

ER -

Understanding the psychology of mobile phone use and mobile shopping of the 1990s cohort in China: A lifestyle approach

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