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What is Media Affinity

Chapter 26
Handbook of Research in Mobile Business, Second Edition: Technical, Methodological and Social Perspectives
The importance of a medium in the lives of the individuals
Published in Chapter:
Mobile Commerce Adoption in Spain: The Influence of Consumer Attitudes and ICT Usage Behaviour
Joaquin Aldas-Manzano (University of Valencia, Spain), Carla Ruiz-Mafe (University of Valencia, Spain), and Silvia Sanz-Blas (University of Valencia, Spain)
Copyright: © 2009 |Pages: 11
DOI: 10.4018/978-1-60566-156-8.ch026
Abstract
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.
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