RT info:eu-repo/semantics/article T1 What Drives M-Shoppers to Continue Using Mobile Devices to Buy? A1 Rodríguez Torrico, Paula A1 San Martín Gutiérrez, Sonia A1 San José Cabezudo, Rebeca K1 Comercio K1 Commerce K1 Marketing K1 Tecnología K1 Technology AB 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. PB Routledge, Taylor & Francis Group SN 1069-6679 YR 2019 FD 2019-01 LK http://hdl.handle.net/10259/6633 UL http://hdl.handle.net/10259/6633 LA eng NO Ministry of Education and Science, the Junta de Castilla y León (Spain) and the European Regional Development Fund (ERDF) (Research Projects ECO2017- 8217-R, VA001B10-1 and VA112P17). DS Repositorio Institucional de la Universidad de Burgos RD 29-mar-2024