- تاریخ انتشار : −۰۶۲۱
- ناشر : European Research on Management and Business Economics 23 (2017) 96–102
- زبان مقاله : همه
- تعداد صفحات : 8
- حجم فایل : 559.147 کیلوبایت
- نوع مقاله : مقالات ژورنالی
- مجموعه : علوم انسانی
چکیده مقاله
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 (madvertising) 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.
نحوه استناد به مقاله
در صورتی که می خواهید به این مقاله در اثر پژوهشی خود ارجاع دهید، می توانید از متن زیر در بخش منابع و مراجع بهره بگیرید :
Nadia Jiménez؛Sonia San-Martín؛ −۰۶۲۲، Attitude toward m-advertising and m-repurchase، European Research on Management and Business Economics 23 (2017) 96–102، https://scholar.conference.ac:443/index.php/download/file/13643-نگرش-نسبت-به-m-advertising-و-m-repurchase
در داخل متن نیز هر جا به عبارت و یا دستاوردی از این مقاله اشاره شود پس از ذکر مطلب، در داخل پرانتز، مشخصات زیر نوشته شود.
(Nadia Jiménez؛Sonia San-Martín؛ −۰۶۲۲)