Key drivers of mobile commerce adoption an exploratory study of Spanish mobile users

Despite dramatic differences between non-store shoppers were discovered, very limited research has been conducted to examine them. This paper analyses the background of M-commerce and key drivers of future M-commerce decision among Spanish mobile users. Our objective is two-fold: (1) to determine the influence of relations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics, non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerce and its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention. We examined data from 606 personal interviews given to Spanish mobile users (270 Mobile shoppers and 336 non Mobile-shoppers) over 14 years old. Data analysis shows that age, attitude towards M-commerce, Internet shopping previous experience and relations with the Mobile (frequency, length of Mobile use and Mobile affinity) are the main predictors of M-commerce decision while age, length of Mobile use, Mobile affinity, consumer attitude towards M-commerce and previous M-commerce experience are the most relevant factors influencing future M-commerce intention. Based on these empirical results this research enables companies to know the key drivers influencing M-commerce adoption and, therefore, what aspects to highlight in their marketing strategies. M-commerce decision. Our objective is two-fold: (1) to determine the influence of relations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics, non-store shopping previous experience (mail, catalogue, Television and Internet) and the attitude to M-commerce and its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention. The study is divided in two parts. The first part includes the literature review and development of the working hypotheses. The second part includes the methodology used in the empirical study of a sample of 606 Spanish Mobile users and the data analysis. The normed Chi-squared measure with a value of 2.2, falls within the threshold limits for this measure and the AIC has a low value compared to the initial model. A possible explanation for the influence of length of time as user on M-commerce and mobile use may be the increased performance and services offered by mobiles nowadays: full colour screens, MP3 players and integrated videos, loudspeakers, polyphonic ring tones, high speed Internet connectivity, etc., making these devices a perfect medium for reproducing all types of contents offering the consumer a wide range of possibilities and consequently increasing mobile use. This research enables companies to know the key drivers influencing M-commerce adoption and, therefore, what aspects to highlight in their marketing strategies. The priority segment for companies to consider when launching their marketing campaigns should be that of young people, heavy Mobile-users, both men and women, preferably with previous experience of Internet shopping. Companies which use Mobile as a shopping channel should be able to offer new, innovative services and contents with added value to improve consumers’ opinion of the M-commerce system as it would allow consumers to maintain a relation with the Mobile and to increase the probability of purchase. The complementary use of Internet is recommended since the similarities between both methods and their important advantages may favour the adoption of non-store shopping systems, enabling companies which sell through the mobile to obtain marketing synergies. In terms of the limitations of this study, there are complementary aspects not included in the questionnaire which we think would be interesting to analyse. Specifically, we have not analysed the impact of motivations and barriers on M-commerce adoption. For this reason, and bearing in mind the lack of research in this field, we think it would be very useful to complement this study with the development and validation of a scale to measure M-commerce motivations and perceived risk. Therefore, we are considering as a line of research, to propose and empirically test a general model of M-commerce behaviour. The consumer’s cultural background is one of the aspects which can influence the