Determinants of clothing repurchase through mobile devices

  1. Paula Rodríguez-Torrico 1
  2. Sonia San-Martín 1
  3. Rebeca San José 2
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revista:
Esic market

ISSN: 0212-1867

Año de publicación: 2015

Número: 152

Páginas: 57-100

Tipo: Artículo

DOI: 10.7200/ESICM.152.0463.2 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Esic market

Resumen

Las compras de ropa a través del móvil son ya una realidad y se sitúan como uno de los productos que mayor aceptación está teniendo a través de este canal. Esta es la razón por la que este trabajo tiene como objetivo analizar los aspectos cognitivos (reputación, garantía y seguridad, y privacidad) y experienciales (atractivo, interactividad, entretenimiento y personalización) del sitio móvil que aumentan la satisfacción y confianza del comprador por móvil de ropa, así como su intención de repetir la compra. Para ello se ha utilizado una muestra de clientes de una empresa de ropa que han comprado sus productos alguna vez a través de su sitio móvil. Se ha estimado un modelo de ecuaciones estructurales cuyos resultados indican que las señales cognitivas muestran mayor influencia que las experienciales en las variables relacionales. La satisfacción, por su parte, se ve incrementada por el atractivo del sitio móvil como señal experiencial y por la confianza del comprador. Por último, tanto la satisfacción como la confianza son factores clave de la intención de volver a comprar ropa por móvil.

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