Attitude toward m-advertising and m-repurchase

  1. Nadia Jiménez 1
  2. Sonia San-Martín 1
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

Revista:
European Research on Management and Business Economics

ISSN: 2444-8834

Año de publicación: 2017

Volumen: 23

Número: 2

Páginas: 96-102

Tipo: Artículo

DOI: 10.1016/J.IEDEEN.2016.12.001 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: European Research on Management and Business Economics

Objetivos de desarrollo sostenible

Resumen

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.

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Información de financiación

This work was supported by the Ministry of Economy and Competitiveness (Spain) through funding (Grant reference: ECO2014-53060-R) for a research project on distribution and technologies.

Financiadores

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