Mobile shopping loyalty: The salient moderating role of normative and functional compatibility beliefs

Michael Groß

Technology in Society, 2018, vol. 55, issue C, 146-159

Abstract: Since increasing shopper loyalty is an imperative aim for all vendors for defending or even strengthening their market position, this study explores the impact of different compatibility beliefs on m-shoppers’ loyalty by distinguishing between normative and functional aspects. For this purpose, in a first step of analysis, an integrated framework to clarify the effects of different shopping values, satisfaction, and trust on the continued use intention is designed. Then, in a second step, the moderating role of normative and functional compatibility beliefs is analysed in greater depth.

Keywords: Mobile shopping; Mobile shopper; Loyalty; Compatibility belief; Moderator analysis; Normative and functional viewpoint (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:55:y:2018:i:c:p:146-159

DOI: 10.1016/j.techsoc.2018.07.005

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