Key Drivers of Mobile Commerce Adoption. An Exploratory Study of Spanish Mobile Users

Abstract

Despite dramatic differences between non-store shoppers were discovered, very limited research has been conducted to examine them. This paper analyses the background of M-commerce and key drivers of future Mcommerce decision among Spanish mobile users. Our objective is two-fold: (1) to determine the influence of relations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics, non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerce and its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention. We examined data from 606 personal interviews given to Spanish mobile users (270 Mobile shoppers and 336 non Mobile-shoppers) over 14 years old. Data analysis shows that age, attitude towards M-commerce, Internet shopping previous experience and relations with the Mobile (frequency, length of Mobile use and Mobile affinity) are the main predictors of M-commerce decision while age, length of Mobile use, Mobile affinity, consumer attitude towards M-commerce and previous M-commerce experience are the most relevant factors influencing future M-commerce intention. Based on these empirical results this research enables companies to know the key drivers influencing M-commerce adoption and, therefore, what aspects to highlight in their marketing strategies.

Differences between mobile and non-mobile buyers: comparing attitudinal, motive-related, and media behaviour

“…However, this outcome is different to previous results by Bigné et al (2007) and Yang (2012), for instance, who found that m-shoppers generally show a more positive attitude towards purchasing through the m-channel than non-m-shoppers do regardless of cognitive, affective, or conative attitudinal components. Therefore, the present result helps to explain m-shopper differences to a greater extent.…”

“…Therefore, in contrast to earlier research (e.g., Agrebi and Jallais, 2015;Bigné et al, 2007), we focus only on differences between m-buyers and non-m-buyers and compare their attitudes towards m-shopping to answer the following question: Based on the previous research on consumer attitude, a multidimensional construct of attitude is needed in which both affective and cognitive aspects form a conative component that, in turn, leads to understanding the differences in behavioural tendencies (Kumar and Mukherjee, 2013). Closely connected to the impact of both affective and cognitive attitudinal components as a predictor for behavioural tendency are consumer m-shopping perceptions regarding utilitarian and hedonic shopping values alike.…”

“…Furthermore, to respect the content validity of the multidimensional construct, this study applies measures using multiple items adapted from previous studies. As is depicted in Figure 2, the exogenous latent variable that evaluates affective and cognitive attitude facets uses Zaichkowsky's (1994) personal involvement inventory scale (see also Bigné et al, 2007;Aldás-Manzano et al, 2009) for a similar measurement approach). The conative attitude component, which refers to the consumers' behavioural intention as the endogenous latent variable, is based on the measurements developed by Lu and Su (2009) and Yang (2012).…”

“…By contrast, others contend that cognitive elements are more important for inducing a positive attitude in novice m-shoppers than in versed ones (Ko et al, 2009;Kumar and Mukherjee, 2013;Groß, 2015b). Finally, a third group of studies show that both affective and cognitive parts are highly important to affect the attitudes of m-shoppers, and more so than for those of non-m-shoppers (Bigné et al, 2007).…”

“…It is interesting to note that to date, very little research has been conducted to explore such buyer differences to a greater extent. Prior studies have focused specifically on singular aspects like motivation (Yang and Kim, 2012), attitude (Bigné et al, 2007), or media experience (Agrebi and Jallais, 2015) to reveal m-shopper discrepancies. So far, no available research has provided an enhanced consumer picture by comparing m-buyers and non-m-buyers regarding more than one focal point over a specific time period.…”