The influence of millennial consumer mentality on Chinese mobile commerce

Abstract

In the last decade, mobile commerce has popularized in China. As the internet and technology develop in scope and popularity, more and more users are becoming familiar with smartphone and adopting it as a medium for consumption. The consumers most likely to have a preference for mobile commerce are those who value its convenience and time saving. The millennials are very much a part of that. The millennials are easy to accept new things, the following fashion and pursuing material enjoyment. The characteristics of the Chinese millennial generation are affected by advanced technology and new lifestyle, similarly, these characteristics affected how Chinese millennials consume. The objective of this paper is to explore the correlation between the rapid improvement of M-commerce and Chinese millennials’ consumer mentality. Our findings support that Chinese millennials are the major consumer of M-commerce. However, these users did not fully utilize the potential of mobile shopping. In this study, the mentality performance in the mobile marketing activity was discussed and some innovative suggestions in this field were put forward, which it is hoped will be beneficial to enterprise managerial decisionmaking and the virtuous circle.