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

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-com...

• Type: Journal
• Year: 2007
• Where: JTAER
• Authors: Enrique Bigné, Carla Ruiz-Mafé, Silvia Sanz-Balz
• Keywords: Future M-commerce Intention, JTAER 2007, M-commerce, Spanish Mobile Users