Key drivers of mobile commerce adoption. An exploratory study of Spanish mobile users
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| Format: | Artículo científico |
| Language: | en |
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Universidad de Talca
2007
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| _version_ | 1876440303526739968 |
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| author | Enrique Bigné |
| author_facet | Enrique Bigné |
| contents | Key drivers of mobile commerce adoption. An exploratory study of Spanish mobile users Enrique Bigné Carla Ruiz Silvia Sanz Multidisciplinaria (Ciencias Naturales y Exactas) commerce Affinity Mobile users Distance shopping Consumer behaviour Despite dramatic differences between non-store shoppers were discovered, very limited research has beenconducted to examine them. This paper analyses the background of M-commerce and key drivers of future Mcommercedecision among Spanish mobile users. Our objective is two-fold: (1) to determine the influence ofrelations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics,non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerceand its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention.We examined data from 606 personal interviews given to Spanish mobile users (270 Mobile shoppers and 336non Mobile-shoppers) over 14 years old. Data analysis shows that age, attitude towards M-commerce, Internetshopping previous experience and relations with the Mobile (frequency, length of Mobile use and Mobile affinity)are the main predictors of M-commerce decision while age, length of Mobile use, Mobile affinity, consumerattitude towards M-commerce and previous M-commerce experience are the most relevant factors influencingfuture M-commerce intention. Based on these empirical results this research enables companies to know thekey drivers influencing M-commerce adoption and, therefore, what aspects to highlight in their marketingstrategies 2007 artículo científico 0718-1876 https://www.redalyc.org/articulo.oa?id=96520205 en http://www.redalyc.org/revista.oa?id=965 Journal of Theoretical and Applied Electronic Commerce Research application/pdf Universidad de Talca Journal of Theoretical and Applied Electronic Commerce Research (Chile) Num.2 Vol.2 |
| format | Artículo científico |
| id | redalyc_96520205 |
| institution | Redalyc |
| language | en |
| publishDate | 2007 |
| publisher | Universidad de Talca |
| spellingShingle | Key drivers of mobile commerce adoption. An exploratory study of Spanish mobile users Enrique Bigné Multidisciplinaria (Ciencias Naturales y Exactas) commerce Affinity Mobile users Distance shopping Consumer behaviour Key drivers of mobile commerce adoption. An exploratory study of Spanish mobile users Enrique Bigné Carla Ruiz Silvia Sanz Multidisciplinaria (Ciencias Naturales y Exactas) commerce Affinity Mobile users Distance shopping Consumer behaviour Despite dramatic differences between non-store shoppers were discovered, very limited research has beenconducted to examine them. This paper analyses the background of M-commerce and key drivers of future Mcommercedecision among Spanish mobile users. Our objective is two-fold: (1) to determine the influence ofrelations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics,non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerceand its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention.We examined data from 606 personal interviews given to Spanish mobile users (270 Mobile shoppers and 336non Mobile-shoppers) over 14 years old. Data analysis shows that age, attitude towards M-commerce, Internetshopping previous experience and relations with the Mobile (frequency, length of Mobile use and Mobile affinity)are the main predictors of M-commerce decision while age, length of Mobile use, Mobile affinity, consumerattitude towards M-commerce and previous M-commerce experience are the most relevant factors influencingfuture M-commerce intention. Based on these empirical results this research enables companies to know thekey drivers influencing M-commerce adoption and, therefore, what aspects to highlight in their marketingstrategies 2007 artículo científico 0718-1876 https://www.redalyc.org/articulo.oa?id=96520205 en http://www.redalyc.org/revista.oa?id=965 Journal of Theoretical and Applied Electronic Commerce Research application/pdf Universidad de Talca Journal of Theoretical and Applied Electronic Commerce Research (Chile) Num.2 Vol.2 |
| title | Key drivers of mobile commerce adoption. An exploratory study of Spanish mobile users |
| topic | Multidisciplinaria (Ciencias Naturales y Exactas) commerce Affinity Mobile users Distance shopping Consumer behaviour |
| url | https://www.redalyc.org/articulo.oa?id=96520205 |