Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention

In retailing, it is recognized that prominent differences exist between generational cohorts. As such, analysis of varying patterns of personality traits and their effects between generations is essential for understanding consumer behaviors. This research focuses on the association between the Big Five personality traits and m-shopping intentions of hedonic products among four generational cohorts: baby boomers and Generations X, Y, and Z. Generational cohort theory, the Big Five Personality Model, and resistance to innovations theory are integrated in a theoretical framework. The research was conducted by online survey of 1241 Internet users aged 14–72. Different patterns of effects of personality traits between generations were found. For baby boomers and Generation X, a positive association between openness to experience and m-shopping intention was found. Moreover, in these generations, personality traits were more powerful in predicting m-shopping intention, compared to younger generations. Among Generation Y, extraversion was positively correlated with m-shopping intention. Among Generation Z, a negative correlation between agreeableness and m-shopping intention was found. Based on our findings, we propose a generational approach to marketing strategy and suggest specific practical implications.