|
Title:
|
THE EFFECT OF THE TYPE OF M-SHOPPER ON THE PROCESS OF GENERATING M-LOYALTY |
|
Author(s):
|
Sonia San Martín, Blanca López, Ángeles Ramón |
|
ISBN:
|
978-972-8939-46-5 |
|
Editors:
|
Piet Kommers and Pedro Isaías |
|
Year:
|
2011 |
|
Edition:
|
Single |
|
Keywords:
|
m-commerce; signals; loyalty; satisfaction; trust; m-sshopper |
|
Type:
|
Full Paper |
|
First Page:
|
321 |
|
Last Page:
|
327 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
In this paper, we present a model which attempts to reflect the effect of the signals which the m-vendor sends to the market (company characteristics, the virtual site aesthetics and characteristics of the service provided) on three key relational variables (trust, satisfaction and loyalty) for different types of m-shoppers, according to the product/service acquired, the frequency of use of technology and their disposition towards future m-shopping. With information gathered from a Spanish sample of m-shoppers, we propose a model of m-loyalty based on a robust theoretical background using relationship marketing, signalling theory and the Elaboration Likelihood Model. |
|
|
|
|
|
|
