Mobile shopping motivation: an application of multiple discriminant analysis

Purpose – This study aims to examine mobile shoppers' shopping motivations compared with those of non‐mobile shoppers (i.e. potential adopters) and to identify driving motivations for consumers to use the mobile shopping channel. Design/methodology/approach – A sample of 400 mobile service users was drawn from a purchased consumer panel who completed a web‐based survey. Multiple discriminant analysis was used to analyze the data. Findings – The results indicate that idea, efficiency, adventure, and gratification shopping motivations are significant determinants of mobile shoppers, implying that those shopping motivations are push factors of mobile shopping. Research limitations/implications – The sample of this study consists primarily of US consumers with the largest group of respondents aged 19 to 30 years old; thus, the result may have a limited application to other countries and other age groups. Future research is encouraged to categorize mobile shopping service characteristics into shopping motivations and value. Practical implications – The results suggest that idea, efficiency, adventure, and gratification shopping motivations need to be incorporated into the development of mobile shopping service functions and features to satisfy consumer needs and wants for the mobile shopping channel. Originality/value – Due to the infancy stage of mobile shopping, there is minimal research comparing the two shopper segments' (mobile shoppers versus non‐mobile shoppers) motivations. This study contributes to generating multi‐dimensional mobile shopping motivation in explaining why consumers use the mobile shopping channel.