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 19-sep-2024