RT info:eu-repo/semantics/article
T1 What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
A1 San José Cabezudo, Rebeca
A1 San Martín Gutíerrez, Sonia
A1 Rodriguez Torrico, Paula
K1 Comercio electrónico
K1 Marketing - Investigación
K1 Consumidores - Conducta
K1 Telefonos moviles
K1 5311.05 Marketing (Comercialización)
AB 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.
PB Taylor & Francis
SN 1069-6679
YR 2019
FD 2019
LK http://uvadoc.uva.es/handle/10324/39058
UL http://uvadoc.uva.es/handle/10324/39058
LA eng
NO Journal of Marketing Theory and Práctice, Enero 2019, vol. 27, Issue 1, p. 83-102
NO Producción Científica
DS UVaDOC
RD 03-dic-2024