RT info:eu-repo/semantics/article
T1 Attitude toward m-advertising and m-repurchase
A1 Jiménez Torres, Nadia Huitzilin
A1 San Martín Gutiérrez, Sonia
K1 Attitude
K1 Mobile
K1 M-repurchase
K1 Marketing
K1 Criminal law
K1 Derecho penal
AB One of the business models that attracts scholars and professionals’ interest is mobile commerce. This paper applies the theory of shopping preference to this field. It analyzes the role of personal factors (perceived control and propensity to use technology), social factors (influence of a social group), and epistemic factors (compatibility) to determine consumers’ attitude toward mobile advertising (m-advertising) and mobile repurchase (m-repurchase). The information of 973 mobile shoppers is analyzed in two contexts (Spain as a developed country and Mexico as a developing country). A positive attitude toward m-advertising is confirmed to increase m-repurchase through the mobile phone and the indirect influence of personal, social, and epistemic factors on shoppers m-repurchase (through the attitude toward m-advertising) varies depending on the analyzed market.
PB Elsevier
SN 2444-8834
YR 2017
FD 2017-05
LK http://hdl.handle.net/10259/4733
UL http://hdl.handle.net/10259/4733
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 24-nov-2024