Benefits from using mobile applications by Millennials – a gender and economic status comparative analysis
Magdalena Stefańska , Tomasz Wanat
AbstractThe aim of the paper is to identify relations between the perceived benefits of using (purchase supporting) mobile a pplications by young customers ( Millennials ) and the frequency of the application usage to assess the impact of gender and econom ic status on this relationship . The Millennials generation was selected as the object of research due to the fact, that this group uses mobile devices and appl ications almost every day. Although the overall list of motives and benefits is recognized in other research papers, we do not have the knowledge of which factors may influence its perceptions - for example gender or economic status . The consideration are lo cated in theory of motivation. To answer those research questions the marketing research was conducted. On th e basis of 411 collected questionnaires it was possible to conclude that both gender and economic status have impact on the relationship between th e perceived benefits of using mobile application and the use of mobile application. It was also established that gender and economic status have a moderating influence on the above mentioned relation. The research showed that this relationship is justified only with reference to men and, to a higher degree, to persons with a lower economic status. The results show, that managers should be more concern about other features of target group not necessary demographic criteria.
|Publication size in sheets||0.65|
|Book||Andreani Jean-Claude, Collesei Umberto (eds.): Proceedings of 16th International Marketing Trends Conference 2017, 2017, Marketing Trends Asociation, ISBN 978-2-9532811-2-5|
|Keywords in English||m - commerce, mobile applications, motives and benefits, Millennials|
|Score||= 5.0, 15-04-2020, ChapterFromConference|
|Citation count*||4 (2020-07-07)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.