6533b85afe1ef96bd12b8a54

RESEARCH PRODUCT

Mobile Commerce Adoption in Spain

Carla Ruiz-mafeJoaquín Aldás ManzanoSilvia Sanz-blas

subject

business.industryInformation and Communications TechnologyMobile commerceAdvertisingBusinessMarketingMobile service

description

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.

yearjournalcountryeditionlanguage
2009-01-01
https://doi.org/10.4018/978-1-60566-156-8.ch026