¿Qué factores fomentan la compra por impulso en el comercio móvil?

Abstract

M-commerce in Spain is in its infancy, and it is a channel than can be characterized by impulsiveness when shopping, thus it is of interest to analyze some of the factors that influence that impulsiveness in mobile commerce. This study analyses trust and satisfaction with the mobile purchase, involvement with the purchase and consumer propensity to new technologies as determining factors, as well as determining the effect of gender. With information collected from 447 Spanish mobile shoppers, involvement, propensity to new technologies, and trust, increased mobile shopper impulsiveness, as well as showing some effects of gender.