What Drives M-Shoppers to Continue Using Mobile Devices to Buy?

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&...

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Published in:Journal of marketing theory and practice 2019-01, Vol.27 (1), p.83-102
Main Authors: Rodríguez-Torrico, Paula, San-Martín, Sonia, San José-Cabezudo, Rebeca
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Language:English
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creator Rodríguez-Torrico, Paula
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description 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.
doi_str_mv 10.1080/10696679.2018.1534211
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title What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
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