2024-03-28T10:09:13Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/66332022-05-20T13:22:16Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
2022-05-03T11:14:52Z
urn:hdl:10259/6633
What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
Rodríguez Torrico, Paula
San Martín Gutiérrez, Sonia
San José Cabezudo, Rebeca
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.
2022-05-03T11:14:52Z
2022-05-03T11:14:52Z
2019-01
info:eu-repo/semantics/article
1069-6679
http://hdl.handle.net/10259/6633
10.1080/10696679.2018.1534211
1944-7175
eng
Journal of Marketing Theory and Practice. 2019, V. 27, n. 1, p. 83-102
https://doi.org/10.1080/10696679.2018.1534211
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Routledge, Taylor & Francis Group