Examining attitudes towards M-commerce applications… What does it mean for retailers?

McLean, Graeme and Osei-Frimpong, Kofi and Al-Nabhani, Khalid (2018) Examining attitudes towards M-commerce applications… What does it mean for retailers? In: Developments in Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 58 . Springer, USA. (In Press)

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    Abstract

    This paper provides an empirical perspective into the outcomes of positive customer attitudes towards m-commerce applications. Through undertaking a longitudinal study over a period of 12 months, the effects of positive customer attitudes towards fashion retailers’ m-commerce applications are established. Previous research outlines some of the determinants of mobile app retention; this study subsequently provides retail brands an understanding on the return on investment with regard to m-commerce applications. The results illustrate that over time, positive attitude towards the m-commerce application results in increased purchase intention through the app, positive attitudes and loyalty towards the brand