Mobile Commerce Adoption in Spain

The chapter aims to present an in-depth study of the factors influencing mobile commerce adoption. The authors analyze the influence of Mobile use experience, ICT ownership, Mobile affinity and Mobile Commerce compatibility in the m-commerce adoption decision. After identifying the key drivers of Mobile shopping adoption, the second part of the chapter presents an empirical study of the Spanish market. Results based on a sample of 470 Mobile users show that Mobile affinity, ICT ownership, and m-shopping compatibility are positive key drivers of M-shopping adoption. Mobile use experience has no significant influence on m-shopping adoption. This chapter will give managers and students insight into the Mobile Commerce industry and the different factors that influence m-commerce adoption. In addition, these factors can be applied to the specific context of the Spanish market.

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Mobile Internet Adoption by Spanish Consumers

Mobile and Ubiquitous Commerce ◽

10.4018/978-1-60566-366-1.ch012 ◽

2009 ◽

pp. 221-236 ◽

Cited By ~ 1

Author(s):

Carla Ruiz-Mafe ◽

Silvia Sanz-Blas ◽

Adrian Broz-Lofiego ◽

Daniel Marchuet

Keyword(s):

Financial Risk ◽

Internet Use ◽

Mobile Internet ◽

Internet Adoption ◽

Adoption Decision ◽

Internet Industry ◽

Internet Users ◽

Depth Study ◽

Key Drivers ◽

Insight Into

The chapter aims to present an in-depth study of the factors influencing Mobile Internet adoption. The authors analyse the influence of Internet use experience, compatibility, perceived financial risk, credibility and attitude towards Mobile Internet in the M-Internet adoption decision. After identifying the key drivers of M-Internet adoption, the second part of the chapter presents an empirical study of the Spanish market. Results based on a sample of 213 Internet users show that Internet use experience, MInternet compatibility, credibility and attitude are positive key drivers of M-Internet adoption. Perceived financial risk influences negatively on M-Internet usage intention. This chapter will give managers and students insight into the M-Internet industry and the different factors that influence M-Internet adoption. In addition, these factors can be applied to the specific context of the Spanish market.

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

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer2020013 ◽

2007 ◽

Vol 2 (2) ◽

pp. 48-60 ◽

Cited By ~ 7

Author(s):

Enrique Bigné ◽

Carla Ruiz ◽

Silvia Sanz

Keyword(s):

Exploratory Study ◽

Marketing Strategies ◽

Previous Experience ◽

Mobile Users ◽

Consumer Attitude ◽

Factors Influencing ◽

Key Drivers ◽

Mobile Commerce Adoption ◽

Relevant Factors ◽

Mobile Use

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.

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