The impact of age in the generation of satisfaction and WOM in mobile shopping. (March 2015)

• Record Type: Journal Article
• Authors: San-Martín, Sonia; Prodanova, Jana; Jiménez, Nadia
• Is Part Of: Journal of retailing and consumer services. Volume 23(2015)
• Page Start: 1
• Page End: 8
• Publication Date: 2015-03
• Subjects: M-shopping -- WOM -- Age -- Satisfaction -- Entertainment -- Subjective norms; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2014.11.001
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: M-commerce in Spain is in its early stages and firms will be interested in knowing the factors that affect recommendation (word of mouth – WOM) of an m-purchase. In this research, we will study perceived entertainment and group influence (subjective norms) in purchase as determinants of satisfaction with m-shopping and WOM. There is some research studying WOM in an m-commerce context, but no study has considered the role of the age in the Spanish case. To that aim, we will make a distinction here between young adults (individuals under 25 years old) and adults (individuals over 25 years old) that already have an m-shopping experience, presenting factors that most influence WOM about m-shopping. With information obtained from 447 Spanish m-buyers, we have found that the perceived entertainment has higher importance for young adults and the subjective norms are crucial for adults. Satisfaction is a relevant determinant of WOM in both m-buyers groups. Results indicate interesting implications for the companies and the literature, as well. Highlights: Entertainment and subjective norms enhance satisfaction with m-shopping. Entertainment and satisfaction positively influence WOM about m-shopping. Entertainment has higher importance for young adults. Subjective norms are crucial for adults.