Attitude toward m-advertising and m-repurchase ☆

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.

[1]  Xi Chen,et al.  Factors Influencing Consumption Experience of Mobile Commerce: a Study from Experiential View , 2012, Internet Res..

[2]  Beomsoo Kim,et al.  Adoption of broadband Internet in Korea: the role of experience in building attitudes , 2003, J. Inf. Technol..

[3]  T. P. Bergamini,et al.  Marketing movil: Una nueva herramienta de comunicacion , 2007 .

[4]  G. Mortimer,et al.  Investigating the factors influencing the adoption of m-banking: A cross cultural study , 2015 .

[5]  S. Barnes,et al.  Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study , 2005 .

[6]  Dennis L. Duffy.  Internal and external factors which affect customer loyalty , 2003 .

[7]  Andreas Kuckertz,et al.  Antecedents to Permission Based Mobile Marketing: An Initial Examination , 2007 .

[8]  Charles F. Hofacker,et al.  Measuring consumer innovativeness , 1991 .

[9]  Christina Chung,et al.  Applying the technology acceptance model in a two-country study of SMS advertising , 2015 .

[10]  Per E. Pedersen,et al.  Intentions to use mobile services: Antecedents and cross-service comparisons , 2005 .

[11]  David K. Holdsworth,et al.  Culture and behavioural intent to adopt mobile commerce among the Y Generation: comparative analyses between Kazakhstan, Morocco and Singapore , 2012 .

[12]  Nicole Fassbinder.  Cultures And Organizations Software Of The Mind Intercultural Cooperation And Its Importance For Survival , 2016 .

[13]  R. Goldsmith.  Explaining and Predicting Consumer Intention to Purchase Over the Internet: An Exploratory Study , 2002 .

[14]  Jane E. Workman,et al.  Gender, fashion innovativeness and opinion leadership, and need for touch: Effects on multi‐channel choice and touch/non‐touch preference in clothing shopping , 2011 .

[15]  Frederick F. Reichheld,et al.  El efecto lealtad: crecimiento, beneficios y valor último , 1996 .

[16]  Simon James,et al.  Attitudes Toward Buying Online as Predictors of Shopping Online for British and American Respondents , 2007, Cyberpsychology Behav. Soc. Netw..

[17]  Per E. Pedersen,et al.  Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters , 2005, J. Organ. Comput. Electron. Commer..

[18]  F. Mavondo,et al.  Global consumer innovativeness and consumer electronic product adoption , 2013 .

[19]  Bernd W. Wirtz,et al.  Understanding consumer acceptance of mobile payment services: An empirical analysis , 2010, Electron. Commer. Res. Appl..

[20]  Sukanlaya Sawang,et al.  Same but different? Mobile technology adoption in China , 2015, Inf. Technol. People.

[21]  Barbara L. Gross,et al.  Why we buy what we buy: A theory of consumption values , 1991 .

[22]  Stephen Carter,et al.  Mobile apps usage by Malaysian business undergraduates and postgraduates: Implications for consumer behaviour theory and marketing practice , 2016, Internet Res..

[23]  Jen-Her Wu,et al.  What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model , 2005, Inf. Manag..

[24]  Gregory J. Brush,et al.  Comparing the Perceived Value of Information and Entertainment Mobile Services , 2008 .

[25]  Hella Chemingui,et al.  Resistance, motivations, trust and intention to use mobile financial services , 2013 .

[26]  Peter A. Todd,et al.  Understanding Information Technology Usage: A Test of Competing Models , 1995, Inf. Syst. Res..

[27]  David F. Larcker,et al.  Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics: , 1981 .

[28]  ThaeMin Lee,et al.  Contextual perceived value?: Investigating the role of contextual marketing for customer relationship management in a mobile commerce context , 2007, Bus. Process. Manag. J..

[29]  G. Hofstede.  The Cultural Relativity of Organizational Practices and Theories , 1983 .

[30]  Siwon Cho,et al.  Influences of gender, need for affect, and tolerance for risk-taking on use of information sources , 2014 .

[31]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[32]  A. Parasuraman,et al.  The Behavioral Consequences of Service Quality , 1996 .

[33]  Nae-Yang Jeong,et al.  Moderating effect of personal innovativeness on mobile-RFID services: Based on Warshaw's purchase intention model , 2009 .

[34]  Sree Nilakanta,et al.  Implementation of Electronic Data Interchange: An Innovation Diffusion Perspective , 1994, J. Manag. Inf. Syst..

[35]  Donna L. Hoffman,et al.  Building consumer trust online , 1999, CACM.

[36]  Sally J. McMillan,et al.  Gearing up for mobile advertising: A cross‐cultural examination of key factors that drive mobile messages home to consumers , 2008 .

[37]  Aaron Gazley,et al.  The effects of location-based-services on consumer purchase intention at point of purchase , 2015 .

[38]  Hsi-Peng Lu,et al.  Predicting mobile social network acceptance based on mobile value and social influence , 2015, Internet Res..

[39]  L. Harris,et al.  The four levels of loyalty and the pivotal role of trust: a study of online service dynamics , 2004 .

[40]  Michael Groß.  Mobile shopping: a classification framework and literature review , 2015 .

[41]  Naquita Maria-Jose Achadinha,et al.  The drivers of consumers’ intention to redeem a push mobile coupon , 2014, Behav. Inf. Technol..

[42]  France Bélanger,et al.  The utilization of e‐government services: citizen trust, innovation and acceptance factors * , 2005, Inf. Syst. J..

[43]  I-Chiu Chang,et al.  Factors influencing Chinese tourists' intentions to use the Taiwan Medical Travel App , 2016, Telematics Informatics.