How can a mobile vendor get satisfied customers?

Purpose – The purpose of this paper is to study the role that a relational variable (trust) and three personal variables (impulsiveness, involvement and innovativeness), may play as antecedents of satisfaction of mobile shoppers.Design/methodology/approach – Quantitative information was collected using a survey instrument directed to Spanish mobile shoppers. In total, 447 valid questionnaires were obtained. Data were analyzed using structural equation modeling.Findings – Trust, involvement and innovativeness were found to have a positive impact on mobile shopper satisfaction, except impulsiveness, which has a negative impact, as the authors proposed.Research limitations/implications – The study highlights the importance of gaining m‐shopper satisfaction and different ways of achieving this goal, especially, internal influences.Practical implications – M‐vendors should bear in mind that engendering trust and involvement with the channel is positive if they are to achieve purchaser satisfaction with the med...

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