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

Graeme McLean, Kofi Osei-Frimpong, Khalid Al-Nabhani

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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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
Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer
Number of pages11
Volume58
Publication statusAccepted/In press - 30 May 2018
EventAcademy of Marketing Science 46th Annual Conference - New Orleans, United States
Duration: 23 May 201825 May 2018
https://www.ams-web.org/event/2018AC

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
PublisherSpringer
Volume2018
ISSN (Print)2363-6165

Conference

ConferenceAcademy of Marketing Science 46th Annual Conference
CountryUnited States
CityNew Orleans
Period23/05/1825/05/18
Internet address

Keywords

  • mobile apps
  • mobile marketing
  • retail apps
  • customer loyalty
  • brand perceptions

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    McLean, G., Osei-Frimpong, K., & Al-Nabhani, K. (Accepted/In press). Examining attitudes towards M-commerce applications… What does it mean for retailers? In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (Vol. 58). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science; Vol. 2018). Springer.