Effects of Personal Traits on Generation Y Consumers' Attitudes Toward the Use of Mobile Devices for Communication and Commerce

2012

The purpose of this study was to investigate the effects of young adult consumers’ personal traits (high-tech involvement, experiment proclivity, and fashion/brand leadership) on their perceptions of and attitudes toward using mobile devices for communications and commerce. The integrated stimulus-organism-responses paradigm (Fiore & Kim, 2007) served as the overarching framework, combining the uses and gratifications theory (Blumler & Katz, 1974) and the extended technology acceptance model (Kim, Ma, & Park, 2009). A convenience sample of 504 college students in 2 U. S. universities provided usable responses to our survey. Causal modeling analysis results showed that personal trait varia…