What Drives M-Shoppers to Continue Using Mobile Devices to Buy?

Producción CientíficaThe aim of this work is to offer a better understanding of consumer continued intentions to use mobile devices to shop. An integrated model is developed to identify the drivers that lead m-shoppers to repurchase. Specifically, navigation, safety and ubiquity are posited as stimuli guiding consumers’ affective (satisfaction) and cognitive (trust and convenience) reactions that will, in turn, increase repurchase intention. Results show the impact of ubiquity on m-convenience and safety m-experience on both affective and cognitive reactions. Finally, repurchase intention is explained directly by m-satisfaction and m-convenience and indirectly by m-trust. This article contributes to the fields of mobile marketing literature and practitioner management.Ministerior de Educación y ciencia (proyecto ECO2017-8217-R)Junta de Castilla y León (proyecto VA001B10-1)Fondo europeo de desarrollo regional (proyecto VA112P17