Effects of the m-VALS on the Mobile Shopping Acceptance Incentive and Consistent Use Intention

Purpose – This study intends to verify if the m-VALS developed to help the establishment of the mobile shopping vitalization strategy is classified as the same type as it is in the adult customers. Research design, data, and methodology – A total of 84 valid copies of the questionnaire were used. Factor analysis was performed first, as well as performing reliability and validity analysis after deducing the factors, and the simple regression analysis and multiple regression analysis techniques were employed. Results – The m-VALS needs verification through various groups and the delicateness of the questions needs to be ensured; further, for all the lifestyle types in relation to the mobile shopping acceptance incentives, all the remaining lifestyle types excepting the sociability-oriented type had a positive effect on consistent use intention. Conclusion – It is implied that the charm of the mobile shopping App should be enhanced and that, when establishing the mobile shopping mall with which the positive frequent and interactive communication is possible along with the opportunity to be together, the positive achievement can be obtained.