What makes services customers say "buy it with a mobile phone"?

No Thumbnail Available
Publication date
Reading date
Event date
Start date of the public exhibition period
End date of the public exhibition period
San-Martín, Sonia
Prodanova, Jana
Authors of photography
Person who provides the photography
Journal Title
Journal ISSN
Volume Title
Research Projects
Organizational Units
Journal Issue
Purpose This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make a purchase. The objective is to ascertain the determinants of m-shoppers’ WOM. Design/methodology/approach This study uses a causal model to examine how satisfaction, perceived control, perceived entertainment and subjective norms affect WOM about mobile commerce. The authors treated a sample of 447 Spanish mobile phone buyers and applied different sound theoretical approaches to support the research. Findings Shopping experience, control over the process, group influence and satisfaction with mobile purchasing affect subsequent WOM shopping recommendations by innovative and pioneer mobile shoppers. Besides, entertainment, group influence, shopping experience and perceived control influence customer satisfaction in mobile shopping contexts. Originality/value This research provides a better understanding of WOM regarding m-shopping and contributes by outlining important variables for recommending WOM regarding m-shopping, which is key in the m-shopping diffusion. To the best of the authors’ knowledge, this is a pioneer study in Europe focusing on these variables for addressing the ways of achieving m-shopper WOM and one of the few addressing WOM in the m-shopping context. This study is based on information collected from real buyers, who are pioneer in m-shopping.
Doctoral program
Related publication
Research projects
Ministerio de Economía y Competitividad de España. Proyecto de I+D en distribución e innovación, del que forma parte este estudio (referencia ECO2014-53060-R).
Bibliographic reference
San-Martín, S., Prodanova, J. and López Catalán, B. (2016), "What makes services customers say “buy it with a mobile phone”?", Journal of Services Marketing, Vol. 30 No. 6, pp. 601-614.
Photography rights