2024-03-29T09:22:19Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/66332022-05-20T13:22:16Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
Rodríguez Torrico, Paula
San Martín Gutiérrez, Sonia
San José Cabezudo, Rebeca
2019-01
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.
application/pdf
http://hdl.handle.net/10259/6633
eng
Routledge, Taylor & Francis Group
What Drives M-Shoppers to Continue Using Mobile Devices to Buy?
info:eu-repo/semantics/article
TEXT
RIUBU. Repositorio Institucional de la Universidad de Burgos
Hispana