¿Quién y por qué compra por teléfono móvil?

Abstract

El avance de las Tecnologías de la Información y de la Comunicación (TIC), como el del teléfono móvil como un medio de comercialización, está recibiendo gran atención tanto en el mundo académico como empresarial debido al importante mercado potencial que representan los usuarios de telefonía móvil. Sin embargo, escasos trabajos han establecido empíricamente una caracterización y tipología de los compradores por móvil (m-shoppers). En este sentido, nuestro estudio contribuye a analizar los factores que motivan e inhiben la compra por móvil para después obtener diferentes tipos de compradores. Para el contraste empírico se realizó una encuesta a 224 compradores por móvil, y obtuvimos tres grupos de compradores: indiferentes, desconfiados y prácticos, en función de los motivos e inhibidores para comprar por móvil. Además, de forma descriptiva se analiza en cada grupo la importancia de señales de calidad (marca, políticas de privacidad y seguridad, reputación, relación calidad-precio y garantía). El desarrollo del m-commerce ofrece grandes oportunidades para la práctica del marketing, y la caracterización de los diferentes tipos de compradores permite diseñar estrategias diferentes para cada uno de los grupos. _________________________________ Advances in Information and Communication Technologies (TIC), such as the case of mobile phone as a selling channel, is receiving great attention by academics and practitioners due the important potential market that mobile users represent. However, few papers have empirically established a characterization and typology of m-shoppers. In this sense, our study contributes to analyze factors that motivate or inhibit m-shopping and finally obtain different types of m-shoppers based on motives and impediments for m-commerce. For the empirical study 274 m-shoppers were interviewed, and the results show that there exist three different types of buyers: indifferent, mistrustful and practical m-shoppers. Besides, we study the importance of several signals of quality (brand, security and privacy politics, reputation, quality-price relationship and warranty) for each group. The development of m-commerce offers great opportunities for the marketing practice, and the characterization of different types of buyers allow practitioners to design different strategies for each group.

Advances in Information and Communication Technologies (TIC), such as the case of mobile phone as a selling channel, is receiving great attention by academics and practitioners due the important potential market that mobile users represent. However, few papers have empirically established a characterization and typology of m-shoppers. In this sense, our study contributes to analyze factors that motivate or inhibit m-shopping and finally obtain different types of m-shoppers based on motives and impediments for m-commerce. For the empirical study 274 m-shoppers were interviewed, and the results show that there exist three different types of buyers: indifferent, mistrustful and practical m-shoppers. Besides, we study the importance of several signals of quality (brand, security and privacy politics, reputation, quality-price relationship and warranty) for each group. The development of m-commerce offers great opportunities for the marketing practice, and the characterization of different types of buyers allow practitioners to design different strategies for each group.