2026-05-05T20:52:09Zhttps://uvadoc.uva.es/oai/request

oai:uvadoc.uva.es:10324/390582021-11-30T10:24:43Zcom_10324_1180com_10324_931com_10324_894col_10324_1375

00925njm 22002777a 4500 dc San José Cabezudo, Rebeca author San Martín Gutíerrez, Sonia author Rodriguez Torrico, Paula author 2019 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. 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 Comercio electrónico Marketing - Investigación Consumidores - Conducta What Drives M-Shoppers to Continue Using Mobile Devices to Buy?