LAUSR

Abstract Purpose To investigate how consumer demographics and motivations may influence their mobile shopping intensity. Design/methodology/approach An online survey was developed to collect data using SurveyMonkey's online shopper panel. The final sample consisted of 937 mobile shoppers. Linear regression analysis was performed to test the hypotheses. Findings Consumers' education and income levels significantly increase their number of mobile purchases, their frequency of purchases, and the amount of money spent on mobile purchases. Males have been found to spend more on mobile shopping than females, while younger people made more mobile purchases than older people. This study also identifies six types of motivations that drive consumers’ mobile shopping intensity, including convenience seeking, bargain hunting, enjoyment seeking, perceived usefulness, ease of use, and innovativeness. Research limitations/implications Future research may examine additional motivational measures and situational factors and conduct cross-cultural studies. Practical implications Findings from this study can help businesses develop their mobile shopping strategies. Originality/value This is the first study to investigate how consumer demographics and motivations may influence their mobile shopping intensity.