Ayuda
Ir al contenido

Dialnet


Does Experience Matter?: Unraveling the Drivers of Expert and Non-Expert Mobile Consumers

    1. [1] Lucian Blaga University of Sibiu

      Lucian Blaga University of Sibiu

      Rumanía

    2. [2] University of Palermo

      University of Palermo

      Palermo, Italia

    3. [3] Babes, -Bolyai University, 400591 Cluj-Napoca, Romania
  • Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 19, Nº. 2, 2024, págs. 958-974
  • Idioma: inglés
  • Enlaces
  • Resumen
    • The surge in mobile shopping faces a challenge as not all potential consumers are comfortable with this mode. Retailers need a deeper understanding of factors influencing user experience to enhance marketing strategies. Despite extensive research, a gap remains in comprehending this aspect. Using a statistical PLS-SEM-ANN approach, this research aims to explore the psychological dimensions of expert and non-expert mobile shoppers for establishing better targeted marketing strategies in m-commerce settings. Analyzing experience levels in mobile commerce (m-commerce), key drivers like enjoyment, usefulness, subjective norms, and trust were scrutinized as interaction settings for consumers using mobile technologies. The findings reveal that, for less experienced m-shoppers, trust is the most significant driver of attitude and satisfaction, while, for experienced users, trust and usefulness are the primary antecedents. This research provides novel insights, aiding mobile marketers in refining targeting strategies based on consumer experience levels, emphasizing the importance of usefulness and trustworthiness for a seamless m-shopping experience.


Fundación Dialnet

Dialnet Plus

  • Más información sobre Dialnet Plus

Opciones de compartir

Opciones de entorno