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Article

Sonia San-Martín, Jana Prodanova and Blanca López Catalán

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…

Abstract

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.

Details

Journal of Services Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

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Article

Blanca Lopez-Catalan and Victor A. Bañuls

The purpose of this paper is to present the results of national level Delphi study carried out in Spain aimed at providing inputs for higher education administrators and…

Abstract

Purpose

The purpose of this paper is to present the results of national level Delphi study carried out in Spain aimed at providing inputs for higher education administrators and decision makers about key e-learning trends for supporting postgraduate courses.

Design/methodology/approach

The ranking of the e-learning trends is based on a three-dimensional analysis that combines the cost of implementation, the impact of each trend on learning outcomes and the diffusion forecast among postgraduate courses in the time horizon. The authors use the Delphi method for managing an expert panel.

Findings

Mobile learning, gamification, social media and open education are found as some of the key e-learning trends that might have greater educational impacts in postgraduate programs in the next years. These results are expected to help educational institutions to plan future positioning strategies depending on their starting positions, resources and intentions to innovate.

Originality/value

Educational managers and planners need to identify priority issues and principal trends in higher education in order to raise their innovative offer and to maintain competitiveness. The results might help them. Moreover the indicator and the methodological approach is a novelty in the field.

Details

Education + Training, vol. 59 no. 6
Type: Research Article
ISSN: 0040-0912

Keywords

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Article

Sonia San‐Martin and Blanca López‐Catalán

The purpose of this paper is to study the role that a relational variable (trust) and three personal variables (impulsiveness, involvement and innovativeness), may play as…

Abstract

Purpose

The purpose of this paper is to study the role that a relational variable (trust) and three personal variables (impulsiveness, involvement and innovativeness), may play as antecedents of satisfaction of mobile shoppers.

Design/methodology/approach

Quantitative information was collected using a survey instrument directed to Spanish mobile shoppers. In total, 447 valid questionnaires were obtained. Data were analyzed using structural equation modeling.

Findings

Trust, involvement and innovativeness were found to have a positive impact on mobile shopper satisfaction, except impulsiveness, which has a negative impact, as the authors proposed.

Research limitations/implications

The study highlights the importance of gaining m‐shopper satisfaction and different ways of achieving this goal, especially, internal influences.

Practical implications

M‐vendors should bear in mind that engendering trust and involvement with the channel is positive if they are to achieve purchaser satisfaction with the medium, whilst encouraging impulsiveness would prove detrimental. It should also be stressed that mobile phone user tendency to make use of new technologies could encourage impulsiveness that might lead to dissatisfaction, but that this innovativeness prompts individuals to take a keener interest in the products and services available over the mobile and ultimately leads them to become more involved.

Originality/value

Mobile commerce Spain is still in its infancy, hence the interest in gaining an insight into the factors which most impact the satisfaction of those who have already purchased using this means. Although research into e‐commerce has increased, few works have dealt with mobile shopping. Innovativeness, impulsiveness and involvement have received little attention in this context.

Details

Industrial Management & Data Systems, vol. 113 no. 2
Type: Research Article
ISSN: 0263-5577

Keywords

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Article

Sonia San Martín, Blanca López‐Catalán and María A. Ramón‐Jerónimo

The purpose of this paper is to analyse which factors impact firms' perceived performance in mobile commerce (m‐commerce). Introducing the perspective of firms, the paper…

Abstract

Purpose

The purpose of this paper is to analyse which factors impact firms' perceived performance in mobile commerce (m‐commerce). Introducing the perspective of firms, the paper advances the literature of m‐commerce adoption that mainly focuses on the consumer standpoint.

Design/methodology/approach

The authors complement the technology‐organization‐environment (TOE) framework by adding customer value for the firm and the relationship marketing and fit‐viability approaches. Using a sample of 125 Spanish firms, structural equations models are used to validate measures and test the proposed hypothesis.

Research limitations/implications

The main limitation of this work is the sample size. New studies using larger and more heterogeneous samples in terms of size could consolidate the results achieved in this work, that must be understood as a first step in the analysis of firm m‐commerce adoption.

Findings

Findings show that the perception of performance by firms engaging in m‐commerce depends on the extent to which firms' activity fits mobile business, technological competence and customer value for the firm.

Practical implications

Content providers, operators or payment platforms may find in the paper arguments to favour the incorporation of clients to this new channel.

Originality/value

This is one of the few papers adopting the perspective of firms, since most of the literature approaches the matter from the consumer standpoint.

Content available
Article

Sara Cervai and Tauno Kekale

Abstract

Details

Journal of Workplace Learning, vol. 22 no. 4
Type: Research Article
ISSN: 1366-5626

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