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- Title
Signalling as a means to generate loyalty in m-commerce: Does shopper experience moderate the process?
- Authors
San-Martín, Sonia; López-Catalán, Blanca; Ramón-Jerónimo, María A.
- Abstract
The purpose of this paper is twofold: first, to understand how the signals a vendor sends to the market affect mobile shoppers' loyalty; and second, to analyse the impact of those signals on different types of mobile shoppers according to their previous experience. With information gathered from 203 mobile shoppers, the proposed model is based on a robust theoretical background complementing relationship marketing with signalling theory. Experienced and non-experienced shoppers were identified using latent class cluster analysis. The analysis of experienced and non-experienced shoppers using the multi-group approach of structural equations models (SEM) indicates that the proposed model is more valid for more experienced shoppers and that signals are decisive for non-experienced shoppers. This paper provides useful research and practical implications.
- Subjects
CONSUMER behavior; LOYALTY; POINT-of-sale advertising; INFORMATION theory in economics; STRUCTURAL equation modeling; BUSINESS research
- Publication
Journal of Customer Behaviour, 2015, Vol 14, Issue 3, p235
- ISSN
1475-3928
- Publication type
Article
- DOI
10.1362/147539215X14441363630873