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    Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10259/6633

    Título
    What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
    Autor
    Rodríguez Torrico, PaulaUBU authority Orcid
    San Martín Gutiérrez, SoniaUBU authority Orcid
    San José Cabezudo, Rebeca
    Publicado en
    Journal of Marketing Theory and Practice. 2019, V. 27, n. 1, p. 83-102
    Editorial
    Routledge, Taylor & Francis Group
    Fecha de publicación
    2019-01
    ISSN
    1069-6679
    DOI
    10.1080/10696679.2018.1534211
    Abstract
    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.
    Materia
    Comercio
    Commerce
    Marketing
    Tecnología
    Technology
    URI
    http://hdl.handle.net/10259/6633
    Versión del editor
    https://doi.org/10.1080/10696679.2018.1534211
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    Documento(s) sujeto(s) a una licencia Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 Internacional
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