EXPLORING THE ROLE OF PERSONAL CHARACTERISTICS IN MOBILE SHOPPING APPS USAGE

Abstract

Purpose: The influence of demographic characteristics on purchasing behaviour through mobile applications is a field of research that combines various scientific areas such as elements of consumer psychology, technology application and marketing. Personal characteristics that influence the purchase of mobile applications include age, gender, education level, individual differences in technology use and attitudes. The aim of this paper is to analyse the influence of personal characteristics on purchase intentions via mobile applications. In addition, we analysed the role of the same characteristics in the intention to recommend purchases via mobile applications. We also investigated the role of the time spent online on purchase and download behaviour.
Methodology: The research was conducted using primary data based on a purposive sample of respondents aged between 18 and 48 collected from May to September 2023. Based on the nature of the dependent variable, binary logistic regression is used.
Results: The results confirmed the importance of age and time spent online for the intention to download, while the level of education plays an important role for the intention to recommend mobile shopping apps.
Conclusion: App developers and companies should consider personal characteristics of users when developing mobile applications and focus on creating features that encourage recommendations for those who are not inclined to use mobile apps in the context of shopping. Understanding the role of personal characteristics in mobile app usage, recommendation and download can help businesses and app developers adapt their mobile app marketing strategies, design user-friendly interfaces and create personalised shopping experiences to increase customer satisfaction and sales.