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

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 SI