Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10259/6633
What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
Journal of Marketing Theory and Practice. 2019, V. 27, n. 1, p. 83-102
Routledge, Taylor & Francis Group
Fecha de publicación
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.
Versión del editor
Documento(s) sujeto(s) a una licencia Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 Internacional