Attitude toward m-advertising and m-repurchase

One of the business models that attracts scholars and professionals’ interest is mobile commerce. This paper applies the theory of shopping preference to this field. It analyzes the role of personal factors (perceived control and propensity to use technology), social factors (influence of a social g...

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Bibliographic Details
Published in:European research on management and business economics 2017-05, Vol.23 (2), p.96-102
Main Authors: Jiménez, Nadia, San-Martín, Sonia
Format: Article
Language:English
Subjects:
Advertising
Attitude
Attitudes
Business models
Cellular telephones
Communication
Consumer behavior
Consumers
Developed countries
Epistemology
M-repurchase
Marketing
Mobile
Mobile advertising
Mobile commerce
Mobile phones
Perceived control
Perceptions
Personal control
Preferences
Purchase intention
Shopping
Social factors
Technology
Trade
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Summary:One of the business models that attracts scholars and professionals’ interest is mobile commerce. This paper applies the theory of shopping preference to this field. It analyzes the role of personal factors (perceived control and propensity to use technology), social factors (influence of a social group), and epistemic factors (compatibility) to determine consumers’ attitude toward mobile advertising (madvertising) and mobile repurchase (m-repurchase). The information of 973 mobile shoppers is analyzed in two contexts (Spain as a developed country and Mexico as a developing country). A positive attitude toward m-advertising is confirmed to increase m-repurchase through the mobile phone and the indirect influence of personal, social, and epistemic factors on shoppers m-repurchase (through the attitude toward m-advertising) varies depending on the analyzed market.
ISSN:2444-8834
2444-8842
DOI:10.1016/j.iedeen.2016.12.001