2024-03-28T16:02:49Zhttp://uvadoc.uva.es/oai/requestoai:uvadoc.uva.es:10324/390582021-11-30T10:24:43Zcom_10324_1180com_10324_931com_10324_894col_10324_1375
2019-11-06T12:22:12Z
urn:hdl:10324/39058
What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
San José Cabezudo, Rebeca
San Martín Gutíerrez, Sonia
Rodriguez Torrico, Paula
Comercio electrónico
Marketing - Investigación
Consumidores - Conducta
Producción Científica
The aim of this work is to offer a better understanding of consumer continued intentions to use mobile devices to shop. An integrated model is developed to identify the drivers that lead m-shoppers to repurchase. Specifically, navigation, safety and ubiquity are posited as stimuli guiding consumers’ affective (satisfaction) and cognitive (trust and convenience) reactions that will, in turn, increase repurchase intention. Results show the impact of ubiquity on m-convenience and safety m-experience on both affective and cognitive reactions. Finally, repurchase intention is explained directly by m-satisfaction and m-convenience and indirectly by m-trust. This article contributes to the fields of mobile marketing literature and practitioner management.
2019-11-06T12:22:12Z
2019-11-06T12:22:12Z
2019
info:eu-repo/semantics/article
Journal of Marketing Theory and Práctice, Enero 2019, vol. 27, Issue 1, p. 83-102
1069-6679
http://uvadoc.uva.es/handle/10324/39058
10.1080/10696679.2018.1534211
83
1
102
Journal of Marketing Theory and Practice
27
1944-7175
eng
https://www.tandfonline.com/doi/citedby/10.1080/10696679.2018.1534211?scroll=top&needAccess=true
info:eu-repo/semantics/openAccess
http://creativecommons.org/licenses/by-nc-nd/4.0/
Taylor & Francis
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Taylor & Francis
Taylor & Francis