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Erschienen in:
2018 | OriginalPaper | Buchkapitel
Analysis of Impulsiveness in M-Commerce: A Study of “On-The-Go Shoppers” Behavior: An Abstract
verfasst von : Natasha Patricia Bojorges Moctezuma, Pável Reyes-Mercado
Erschienen in: Marketing Transformation: Marketing Practice in an Ever Changing World
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Abstract
Digital technologies have transformed the consumers’ decision-making process providing new approaches to understand consumers. Mobile commerce—m-commerce—is the ability to perform transactions using any wireless device with no time or space constraints (Balasubramanian et al. 2002). Internet penetration reached 38.1 percent of global population in 2013 (Internet Society 2015), and the number of connected devices within OECD area is expected to increase to 14 billion by 2022 (OECD 2014). This paper proposes a conceptual model on consumer impulsiveness in m-commerce.