Price consciousness as basis for Thai and Finnish young adults’ mobile shopping in retail stores

Abstract

An increasing number of global consumers use their smartphones to shop for goods. This short paper aims to explore if a price-conscious decision-making style has a relationship with young adult consumers’ tendency to perform mobile shopping in retail stores. The study is conducted as a survey with a sample that includes two different nationalities. The results suggest interesting positive relationships between price consciousness and mobile shopping activities in retail stores. Furthermore, the results indicate that there are differences between the two markets studied. Price consciousness seems to have a stronger association with mobile shopping for the investigated Thai respondents than for the Finnish respondents. The findings are interesting for retailers who seek to engage with young adult consumers for mobile shopping purposes.