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Título : Attitude toward m-advertising and m-repurchase
Autor : Jiménez Torres, Nadia Huitzilin
San Martín Gutiérrez, Sonia
Publicado en: European Research on Management and Business Economics. 2017, V. 23, n. 2, p. 96-102
Editorial : Elsevier
Fecha de publicación : may-2017
ISSN : 2444-8834
DOI: 10.1016/j.iedeen.2016.12.001
Resumen : 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 (m-advertising) 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.
Palabras clave: Attitude
Mobile
M-repurchase
Materia: Marketing
Licencia: https://creativecommons.org/licenses/by-nc-nd/4.0/
URI : http://hdl.handle.net/10259/4733
Versión del editor: https://doi.org/10.1016/j.iedeen.2016.12.001
Aparece en las colecciones: Artículos I+M+i

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