Attitude toward m advertising and m repurchase

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ww w . e l s e v i e r . e s / e r m b e

Attitude

toward

m-advertising

and

m-repurchase

夽

Nadia

Jiménez

∗

,

Sonia

San-Martín

UniversityofBurgos,DepartmentofEconomicandBusinessAdministration,FacultyofEconomicsandBusiness,C/Parralillos,s/n,09001Burgos,Spain

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t

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c

l

e

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Articlehistory:

Received25February2016

Accepted1December2016

Availableonline20February2017

JELclassiﬁcation:

M3

Keywords:

Attitude Mobile M-repurchase

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b

s

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Oneofthebusinessmodelsthatattractsscholarsandprofessionals’interestismobilecommerce.This

paperappliesthetheoryofshoppingpreferencetothisﬁeld.Itanalyzesthe roleofpersonal

fac-tors(perceivedcontrolandpropensitytousetechnology),socialfactors(inﬂuenceofasocialgroup),

andepistemicfactors(compatibility)todetermineconsumers’attitudetowardmobileadvertising

(m-advertising)andmobilerepurchase(m-repurchase).Theinformationof973mobileshoppersisanalyzed

intwocontexts(SpainasadevelopedcountryandMexicoasadevelopingcountry).Apositiveattitude

towardm-advertisingisconﬁrmedtoincreasem-repurchasethroughthemobilephoneandthe

indi-rectinﬂuenceofpersonal,social,andepistemicfactorsonshoppersm-repurchase(throughtheattitude

towardm-advertising)variesdependingontheanalyzedmarket.

BY-NC-NDlicense(http://creativecommons.org/licenses/by-nc-nd/4.0/).

1. Introduction

Themobilephoneisnolongerjustacommunicationtoolsince ithasalsobecomeacommercialchannelofproductsandservices formany companiesawareofitspotentialas amarketing tool. Thus,smartphonesareessentialmarketinginstrumentsfor com-paniesinanycountry,developedoremerging,giventhedramatic growthinmobilephoneuse(ITU,2014).AsMartíndeBernardo andPriedeBergamini(2007)pointout,thedevelopmentofmobile marketing(m-marketing)isdirectlyrelatedtotheevolutionof dif-ferenttechnologies,suchasmobilephonesandwirelessdevices. FollowingMartíndeBernardoand PriedeBergamini(2007:80), m-marketingisthatactivitydedicatedtothedesign, implementa-tion,andexecutionofmarketingactionsconductedthroughmobile devices.Meanwhile,mobilecommercewouldinvolvethepurchase ofgoodsthroughthesegadgets.

Fewstudieshaveexploredhowmobileshopperbehavior com-parativelyvaries across countries (Chung & Holdsworth, 2012; Jayawardhena, Kuckertz,Karjaluoto, &Kautonen, 2009).In this sense,it is compulsorytostudythe determinantsof consumer behaviorofdifferentnaturetobetterunderstandtheuseofmobile phonesasachannelofcommunicationandmarketingin differ-entmarkets.Inthisperspective,theaimofthispaperistwofold.

夽 _This_work_was_supported_by_the_Ministry_of_Economy_and_{Competitiveness}

(Spain)throughfunding(Grantreference:ECO2014-53060-R)foraresearchproject

ondistributionandtechnologies.

∗ _{Corresponding}_author.

E-mailaddress:[email protected](N.Jiménez).

First,itaimstodeterminetherole ofpersonal, social,and epis-temicfactors(i.e.propensitytousetechnology,perceivedcontrol, socialinfluence,andcompatibility)ininfluencingbuyer’sattitude toward m-advertisingand, finally, in theirrepetition ofmobile shopping.Todothis,wewillapplythetheoryofshopping pref-erence(Sheth,1981)tothecontextofmobilecommerce.Second, itseekstoidentifywhethertherearedifferencesinthe genera-tionofapositiveattitudetowardm-advertisingandrepeatmobile purchasedependingonthecountryanalyzed.

Amongthemostnotablecontributionsofthispaper,itshouldbe notedthatitisoneofthefewstudiesthatusesdatafromrealmobile shoppers,andcontrastsaninnovativetheoreticalmodelfortwo differentcountries,oneemergingandonedeveloped,leadingto interestingacademicandprofessionalimplicationsforapotentially highgrowthinthemarketingarea.

2. M-repurchaseandattitudetowardm-advertising

M-repurchasereferstothesubjectiveprobabilitythatmobile shoppersshowtobuyingagainfromacertainmobilesellerinthe future(Pihlström&Brush,2008).M-repurchaseinvolves multi-plebeneﬁtsfortheﬁrms,suchasastabledemand,ahighersales volume,costsavingsinattractingnewcustomers,andincreased valueoftheportfolio.Fortheconsumer,m-repurchaseinvolvesa fasterprocessofbuying,mainlybyavoidingpronouncedeffortsin searchingandcomparingalternativesandincreasingknowledgeof theproductand/orservicebeforepurchase(Duffy,2003;Reicheld, 2002).

Inanintroductoryphaseofgrowthofmobilecommerce, mar-ketingactivitiesthroughmobiledevicescanhelpﬁrmstopromote

http://dx.doi.org/10.1016/j.iedeen.2016.12.001

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m-repurchase. However,the activitiesof m-marketing, suchas m-advertising,havebeenscarcelystudiedcompared withother variables suchastheadoption ofmobile commerceor attitude towardmobileshoppingorattitudetowardtheproductsor ser-vicesthataresoldthroughmobiledevices(Achadinha,Jama,&Nel, 2014;Muk&Chung,2015).Wemustnotforgetthatthedemand forproductsandservicesthroughmobilephonesisstillinagrowth phaseandthusimprovingcustomer’sattitudetoward business-to-consumers’communicationinthischannelisextremelyimportant inordertoachievebrandawarenessandstimulatedemand(Groß, 2015).

M-advertisingletsﬁrmstakeadvantageoftheparticularities ofm-marketingandmobilechannelstofacilitatetheprocessof mutualandinstantaneouscommunicationwithmobileshoppers (Achadinhaetal.,2014;Groß,2015).Thistypeofcommunication shouldbeintegratedwithothercommunicationchannelsusedby thecompanyinacomplementarymanner(MartíndeBernardo& PriedeBergamini,2007).AttendingBauer,Barnes,Reichardt,and Neumann(2005),apositiveattitudetowardm-advertisingcanbe understoodasapredispositiontoconsistentlyrespondfavorably towardm-advertising.

Severalstudiessuggestthatacceptanceofm-marketing (includ-ingm-advertising)isaprerequisiteforthedevelopmentofmobile shopping(Jayawardhenaetal.,2009).Inthisregard,Gazley,Hunt, andMcLaren(2015)ﬁndevidencethattheattitudetoward adver-tisingcanbecomeadeterminingvariabletoreinforcethebehavior of consumers in the mobile context. When consumers receive advertisingthroughmobiledevices,theyevaluateinformation,and basedonthatassessment;theycandevelopanintentiontorepeat purchaseorrejecttheproductorservice.Thus,onlywhenthe con-sumerattitudetowardm-advertisingispositive,theywilldevelop anintentiontorepeatpurchaseregardingpromotedproductsby mobiledevices(Achadinhaetal.,2014;Muk&Chung,2015).

H1. Positiveattitudetowardm-advertisinghasapositiveeffect onm-repurchasing.

3. Predictorsofattitudetowardm-advertisingandthe moderatorroleofthecountry

Thetheoryofshoppingpreference(Sheth,1981),foranoffline purchasecontext,suggeststhatamongthedeterminantsof moti-vationof buyerbehavior personal, social, andepistemicfactors shouldbeconsidered.Personalfactorsalludetocustomer’s person-alitytraits;socialfactorsrefertothesocialinfluenceornormative valuesimposedbyothers(i.e.friends,family,oragroupof refer-ence);andepistemicfactorsarerelatedtoperception,curiosity, knowledge,andconsumercoexistencewiththeenvironment.We proposethatthistheoryisvalidintechnologicalcontexts(Cho& Workman,2011),suchasmobileshoppingcontext.Thus,thisstudy contemplates(intheorderabove)thepropensitytousetechnology andperceivedcontrolaspersonalfactors,socialinfluenceasasocial factorandcompatibilityasanepistemicfactorindeterminingthe attitudetowardm-advertisingandfinalrepurchasebymobile.

Thepropensitytousetechnologyisconsideredasapersonal andindividualvariablethatcanleadtoapositiveattitudetoward theuseofnewinformationandcommunicationtechnologies(Wu &Wang,2005).However,itsroleintheadoptionofmobile tech-nologystillrequiresathoroughanalysis,basedontheabsenceof aconsensusonitseffectsonthebehaviorofelectroniccustomers (Chao,Reid,&Mavondo,2013).Inthissense,CarterandBélanger (2005)suggestthathigherlevelsofacceptanceandpropensityto usetechnologyarenecessaryforincreasingcustomers’useofanew shoppingchannel,suchasmobile.Therefore,anindividualwhose personalityleadstoinnovateintheﬁeldofnewtechnologiesmight respondpositivelytotheknowledgeofnewtechnologies,seeking

toexperimentwiththemassoonastheybecomeawareoftheir existence.Also,theywillusuallybetheﬁrstintheirgroupof refer-encetotestthesetechnologiesandwillenjoyexperimentingwith them(Jeong,Yoo,&Heo,2009).Thus,consumerscharacterizedby highlevelsofpropensitytousetechnologytendtomakemore con-structive useoftheinformation receivedthroughthis mediato increasetheirknowledgeaboutitandalsoaremorelikelytoreceive muchmoreinformationbymobile(Baueretal.,2005).Therefore, theymayhaveamorepositiveattitudetowardm-advertising.To thebestofourknowledge,wehavenotfoundanypriorworkthat hastestedthisrelationship,sincepreviousresearchfocusesonthe effectofpropensitytotechnologyonpurchaseintention,butnot ontheattitudetowardm-advertising.

H2. Thepropensity tousetechnologyhasa positive effecton attitudetowardm-advertising.

Perceivedcontrolrepresentsaconsumer’spersonal characteris-ticdescribingtheindividualperceptionabouttheskillsorresources requiredtoassumeabehavioraldecisionthatcanmakeindividuals feelmorecapableofpurchasingthroughmobilechannels(Chang, Chou, Yeh,&Tseng, 2016;Song, Sawang,Andrews, &Drennan, 2015)andhaveapositiveattitudetowardm-advertising.Thereis stilllittleempiricalevidenceintheliteratureabouttheeffectof perceivedcontrolonconsumerwillingnesstoacceptm-advertising (Groß,2015).Previousliteraturesuggeststhatwhenan individ-ualperceivestheycancontrolthepurchasebymobile(including thereceptionofinformation),theirwillingnesstoaccept advertis-ingimproves(Jayawardhenaetal.,2009).SuchasHoffman,Novak, andPeralta(1999)analogouslysuggest,thefeelingoflossof con-trolis oneofthemain barrierstoparticipationintechnological marketingactivities.Accordingtothesearguments, wepropose thatwhenmobileshoppersperceivethattheyhavethenecessary andsufﬁcientskillsandresourcestocontrolcommercial commu-nicationthroughmobiletheirreadinesstoreceiveinformationand advertisingbythismediawillimprove.

H3. Perceivedcontrolhasapositiveeffectonattitudetoward m-advertising.

Socialinfluenceisakeytoexplainconsumerbehaviorrelated totheuseoftechnology,especiallywhentheuseofmobilephones isconsideredasocialactivity.Inthissense,theusertendstolearn orimitatebehaviorsoftheirreferentagents(family,co-workers,or friends)formobileadoptionanduse(Pedersen,2005).Thisvariable reflectstheimportanceattachedbythecustomertoothers’ opin-ionsaboutwhethertheyshouldbehaveinacertainmanner(inour case,repurchasingbymobilephone)(Li,Dong,&Chen,2012). Ref-erencegroups’expectationsandopinionscaninfluencethemobile purchase(Changetal.,2016;Nysveen,Pedersen,&Tohorbjornsen, 2005;Schierz,Schilke,&Wirtz,2010).Thus,ifthegroupmembers, whomtheconsumerrelatesto,supporttheuseofmobilephoneto searchinformation,receiveadvertising,compareproductsor ser-vices,andevenpurchase,theconsumerwilltrytoimitatethese opinionsandbehaviorstobeacceptedinthegroup(Carter&Yeo, 2016).Thisfactwouldimprovetheirattitudetowardtheuseof mobiledevices.

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customer’sreferencegroupcangenerateapositiveattitudetoward m-advertising.

H4. Socialinﬂuencehasapositiveeffectonattitudetoward m-advertising.

FollowingSheth(1981)and ChoandWorkman(2014), epis-temic factors are related to the assessment of novelty in the purchasingenvironment.Undoubtedly,theuseofthemobile chan-nelinvolvescuriosityaboutthenewcontentandaboutthenew waystodeliverandreceiveproducts(Pihlström&Brush,2008). However,thisnoveltyisnotsufﬁcienttopurchasingproductsor servicesthroughmobileifthemobilechannelisnotadaptedto theconsumers’needsanddesires(Sheth,Newman,&Gross,1991). Therefore, compatibility is another variablethat inﬂuencesthe adoptionofmarketingthroughnewtechnologies(Oh,Ahn,&Kim, 2003).

ConsideringCheminguiandBenlallouna(2013),mobile tech-nology is compatible when it is adapted to the needs of the individuals,andit providesafamiliarandappropriate mediato customers’lifestyleandpreferences.Althoughnowadaysmobile phoneshavebecomeanindispensabletoolinthepersonal, pro-fessional, and social life of many users, few studies have been conductedtoanalyzethecompatibilityasakeydeterminantforthe adoptionofmobilecommerceandmobilemarketing(Chemingui &Benlallouna,2013;Wu&Wang,2005).Hence,whencustomers feelgreatcompatibilitywiththeuseofa communicationmedia (alifestylethatmatchestheuseofmobilephonesandtheneed totransmitandreceiveinformationanywhereandanytime),they perceiveittobemoreuseful(Lin&Lu,2015),andtheydevelopa positiveattitudetowardreceivingm-advertising(Lee&Jun,2007).

H5. Compatibilitywithmobilephonehasapositiveeffecton atti-tudetowardm-advertising.

FollowingChungandHoldsworth’s(2012)study,mobile com-merce can be considered a global phenomenon due to social interactionsthroughmobilephonesaroundtheworld,andinthis sense,itisreasonabletounderstanditthrougha cross-national approach.Thefactthatculturalandnationalvariablescan moder-atethebehaviorofconsumersiswidelyacceptedintheliterature (Hofstede,Hofstede,&Minkov,2010).However,therearefew stud-iesthathaveanalyzedthephenomenonofmobilecommercefroma cross-nationalperspective(Choi,Hwang,&McMillan,2008;Chung &Holdsworth,2012;Mortimer,Neale,Hasan,&Dunphy,2015).

Inthisregard,Choietal.(2008),andChungandHoldsworth (2012)suggestthatdependingontheconsumer’scountry,variables suchasattitudetowardm-advertising,socialinfluence,or propen-sitytousetechnologycanaffectthebehaviorofmobileshoppers toagreaterorlesserextent.Specifically,Choietal.(2008)findthat differentlevelsofadoptionofmobiletechnologyineachcountry cancausechangesintheperceptionofm-advertising.Thus, dif-ferencesintheconsumers’behaviorregardingmobilecommerce maybeduetovariationintheeffectofpersonal,social,and epis-temicfactorsontheattitudeandbehaviorsofconsumersineach country(Pihlström&Brush,2008).Inthissense,previous litera-tureproposesthatculturalfactorsmaymoderatetherepurchase viamobileandattitudetowardadvertising(Mortimeretal.,2015). Therefore,consumers’perceptionoftheirresources,capabilities andskillsregardingmobiletechnology,theinfluenceoftheir ref-erencegroup,andtheircompatibilitywithmobilephonecanbe affectedbythenationalcontextsunder study.Inthis sense,an exploratoryhypothesisisproposedtodeterminethemoderating roleofthecountryintheproposedpriorhypotheses.

H6. Thecountryofthemobileshopper(MexicoorSpain) mode-ratestherelationshipsproposedinhypothesesH1–H5.

Table1

Factsheet.

Population Mobileshoppersolderthan18yearsofage. Surveymethod Personalquestionnairestomobileusersthathave

alreadypurchaseviamobilephone.

Geographicalﬁeld Spain(developedcountry)andMexico(emerging country).

Sample 447Spanishmobileshoppersand526Mexican mobileshoppers.

Responserate 100%.

4. Empiricalstudy

4.1. Scopeofthestudyandmeasurementscales

SpainandMexicowerechosenasthecountriesforcollecting information to contrast the proposed hypotheses due to their cross-national differences.The levelsofeconomic, cultural, and technologicaldevelopmentaredifferentinthesetwocountries.(1) Regardingeconomicdifferences,Spainrepresentsaconsolidated marketandadevelopedcountry.Incontrast,Mexicoisadeveloping countryandanemergingmarket.ConsideringtheHuman Devel-opmentReportoftheUnitedNations(UNDP,2015),Spainoccupies the26thposition,whileMexicooccupiesposition74.(2)Thereare signiﬁcantculturaldifferencesbetweenSpainandMexico.Some ofthemostcitedstudieswhichhelpunderstandthecultural dif-ferencesbetweencountries(Hofstede,1983;Hofstedeetal.,2010) indicatethatSpanishconsumersarecharacterizedbylowerscores onthedimensionsofpowerdistanceandmasculinity andhave higherscoresonthedimensionsofindividualismandtoleranceof uncertaintythanMexicanconsumers.(3)Inthetechnological con-text:accordingtodatafromtheITU(2014),inbothcountries,Spain andMexico,theuseofmobilephones(106.9%and85.8% respec-tively)hasalreadysurpassedtheuseoftheInternet(71.57%and 43.5%respectively),butpenetrationratesofbothtechnologiesare greaterinSpainthaninMexico.

Primaryinformation wasobtainedthrough personalsurveys of mobilephoneusers randomlychosen and selectedfromthe membersofapanelineachcountrywhorespondedaffirmatively tothequestionofwhethertheyhadmadeapurchasebymobile phone.Encountersina commonpublicplacewereagreedtoin ordertopersonallyapplythequestionnaire.Avalidsampleof447 mobileshoppersinSpainand526mobileshoppersinMexicowere obtained(Table1).Shopperswereaskedaboutthelastproductor servicepurchasedbymobilephone.Thesocio-demographic pro-fileofSpanishandMexicansamplesrespondstomen(60.2%and 56%respectively),ages18–34(85.2%and79.7%respectively)and morethanhalfwithbachelorstudiesand/orvocational training (55.1%and61.7%respectively).Thesocio-demographicprofileof bothsamplesissimilartotheprofileofmobileshoppersdescribed inthestudiesof‘OurMobilePlanet’byGoogle(2014).Specifically, Male(58%and54%),18–34years(50%and68%)andmorethanhalf withuniversityeducationandvocationaltraining(55%and56%) forSpainandMexico,respectively(Google,2014).

Themeasurementscalesusedwereadaptedfromprevious lit-eraturetoensurecontentvalidity.Five-pointLikert scaleswere used. Goldsmith (2002) and Taylor and Todd’s (1995) studies were referred to in order to measure the attitude toward m-advertising, and Harrisand Goode(2004),and Zeithaml,Berry, andParasuraman(1996)tomeasurem-repurchase.Thepropensity tousetechnologywasmeasuredwithGoldsmithandHofacker’s (1991)scale,andperceivedcontrolwithTaylorandTodd’s(1995)

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Table2

Resultsofthemeasurementmodelandthemultigroupmodel.

Latentvariable Observablevariable Coefﬁcients R2 _Composite_reliability _Extracted_variance

t

Attitudetoward m-advertising

AMA1 1.000 – 0.755

0.945 0.686

AMA2 0.857 30.45 0.625

AMA3 0.855 30.37 0.623

AMA4 Delated

M-repurchase

MR5 0.947 40.22 0.741

0.928 0.811

MR6 0.955 44.74 0.816

MR7 1.000 – 0.787

Propensitytouse technology

PT8 0.973 36.58 0.742

0.892 0.735

PT9 0.834 29.55 0.578

PT10 1.000 – 0.729

Perceivedcontrol PC11_PC12 1.000_0.812 –_24.65 0.637_0.538 0.799 0.668

Socialinﬂuence

SI13 1.000 – 0.660

0.907 0.765

SI14 0.992 38.26 0.740

SI15 0.962 36.48 0.706

Compatibility

CO16 0.902 35.55 0.660

0.909 0.671

CO17 1.000 – 0.768

CO18 0.954 39.20 0.722

CO19 0.798 29.25 0.538

CO20 0.696 24.04 0.426

Goodnessofﬁtindexes 2₌_962.04;_p₌_0.00;_RMSEA₌_0.05;_NFI₌_0.94;_CFI₌_0.96;_IFI₌_0.96;_RFI₌_0.94;_GFI₌_0.90

Hypothesizedpath Spain

ˇ(t)

Mexico

ˇ(t)

H1:AMA→MR 0.135(2.417)** _0.191_(3.941)**

H2:PT→AMA 0.059(0.892) 0.121(1.968)**

H3:PC→AMA 0.118(1.570)** ₋_0.161₍₋_2.147)**

H4:SI→AMA 0.234(2.914)** _0.399_(5.342)**

H5:CO→AMA 0.135(1.722)* _0.167_(2.291)**

Globalgoodnessofﬁtindexes

2=1395.4;p=0.00;RMSEA=0.06;NFI=0.92;

CFI=0.94;IFI=0.94;RFI=0.92

Goodnessofﬁtindexes

2₌_661.4_(48%);

RMR=0.10;GFI=0.87

Goodnessofﬁtindexes

2₌_734.0_(52%);

RMR=0.09;GFI=0.88

Abbreviations:SI:socialinﬂuence;PC:perceivedcontrol;PT:propensitytousetechnology;CO:compatibility;AMA:attitudetowardm-advertising;MR:m-repurchase;

2_:_chi-square_statistic;_RMSEA:_{Root-Mean-Square-Error}_of_{Approximation;}_NFI:_Normed_Fit_Index;_CFI:_Comparative_Fit_Index;_IFI:_Incremental_Fit_Index;_RFI:_Relative_Fit

Index;RMR:RootMeanSquareResidual;GFI:Goodness-of-FitIndex.

*_p_<_0.10.

**_p_<_0.05.

(1994)and Chemingui and Benlallouna(2013) wereused.The

itemsarepresentedintheAppendix.

4.2. Analysesandresults

Aconfirmatoryfactoranalysisdeterminedtheconvergentand discriminantvalidityofthemeasurementmodelandyieldedthe finalscales.Theresultsoftheadjustedmodeland theresulting variablesareshowninTable2.Thereliabilityofthefinalscales iscorroboratedbythecoefficientvalues ofcompositereliability andextractedvariance(greaterthan0.60and0.50respectively) (Bagozzi&Yi,1988).Thediscriminantvaliditywasconfirmedby verifyingthattheextractedvarianceofeachlatentvariableinall caseswaslargerthan thesquaredcorrelations withother con-structs(Fornell&Larcker,1981).

Also,themetricinvariancewascorroboratedbyrestricting load-ingsoffactorsbetweencountries.Itwasfoundthatthechi-square differencebetweentherestrictedandunrestrictedmodelswasnot statisticallysigniﬁcant(2_diff_(13):_3.5,_p_>_0.05)_and_the_goodness

offitindicesoftherestrictedmodelareadequate.Then, follow-ingthemethodologyofstructuralequations,themultigroupmodel andthedegreeofsignificanceofeachoftheproposedhypothesis wereestimated.Thegoodnessoffitindicesoftheproposedmodel areacceptable(Table2).Oncevalidatedthemultigroupstructural model,themoderationofthecountryissupported(H6),sincethere

isastatisticallysigniﬁcantdifferencebetweenthechi-squareofthe restrictedmodelandunrestrictedmodel(2_diff_(5):_13.3,_p_<_0.05).

TheresultsallowustoaccepthypothesisH1forSpain(ˇ=0.135;

p<0.05)andMexico(ˇ=0.191;p<0.05).Thustheattitudetoward m-advertising positively influences m-repurchase by mobile in bothmarkets,butwithaslightlylowercoefficientinthecaseof theSpanishmarketincontrasttotheMexicanmarket. Hypothe-sisH2ispartiallyacceptedsincetheinfluenceofpropensitytouse technologyonattitudetowardm-advertisingwassupportedfor thecaseofMexico(ˇ=0.121;p<0.05)butnotforthecaseofSpain (ˇ=0.059;p>0.05).Regardingtheperceivedcontrol,itpositively influencestheattitudetowardm-advertisinginSpain(ˇ=0.118;

p<0.05),but,unexpectedly,ithasanegativeinﬂuenceinthecaseof Mexico(ˇ=−0.161;p<0.05),whichalsoallowstopartiallyaccept proposedhypothesisH3.

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5. Discussion

Inlinewiththetheoryofshoppingpreference(Sheth,1981), butpioneeringinitsapplicationtothestudyofmobilecommerce: our results conﬁrm that regardless of the national context of purchase by mobile, a personal characteristic of the consumer (perceivedcontrol),thesocialinﬂuence,andanepistemicfactor (compatibility)aredeterminantsofattitudetowardm-advertising and,indirectly,ofre-purchase.However,thecontributionofthis studyisevengreaterifweconsiderthattheeffectofthevariables consideredasdeterminantsoftheattitudetowardm-advertising andm-repurchasevariesdependingontheanalyzedmarket.Thus, wecouldsaythatthetheoryofshoppingpreferenceisusefulin explainingthepurchasebymobileindifferentmarkets,butmore indevelopingmarketsthanindevelopedones,accordingtoour study.Perhapsinacountry,likeMexico,wheremobilecommerce isintheearlieststages ofdevelopment,m-shoppersneedmore motivational elements to display a positive attitude toward m-advertising and m-repurchase than the required motivators incountrieswithhigherrates ofpenetrationanduseofmobile technology,suchasSpain.

Theresultsofthisstudyindicatethatapositiveattitudetoward m-advertisingcanincreasem-repurchaseintentionsinSpainand Mexico,inlinewiththe resultsofpreviousstudies (Achadinha etal.,2014;Gazleyetal.,2015).Followingourproposedmodel,ifa positiveattitudetowardm-advertisinggeneratesanm-repurchase intentioninbothkindsofmarkets,thedifferenceisdetermined by how the propensity to use technology, perceived control, socialinﬂuence,andcompatibilityaffecttheattitudetoward m-advertisingineachcountry.

Inthissense,itisplausiblethatthepropensitytouse technol-ogyinanemergingmarket(Mexico)inﬂuencestheattitudetoward m-advertisingmorethanitdoesinadevelopedcountry(Spain). Accordingtoourresults,customerspronetouseofmobile tech-nologyarealsomorewillingtoexperimentwithnewmediafor receivingadvertisingandhaveamorepositiveattitudetowardit (Muk&Chung,2015).Incontrast,inacountrywherethemobile commerceisinmoreadvanced stages(duetogreatereconomic andtechnologicaldevelopment),customersdonotneedtoresort tom-advertisingtorepeatpurchase,asmightbethecaseofSpain. Thisresultcanbeunderstoodifwekeepinmindthestill exist-ingdigitalriftbetweendevelopinganddevelopedcountries,which alsodeterminestheuseofmobiletechnologyforinformationand purchaseineachcountry.

Arelatedaspecttoapredispositiontoadoptandusemobile technologyasashoppingchannelistheself-perceiveabilitytouse mobile(perceivedcontrol).Inthisline,itisinterestingtonotethat perceivedcontrolhasanegativeinﬂuenceontheattitudetoward m-advertisingin the case of Mexico. Thus, in a culture with a greateraversiontouncertaintyandamoreuncertaininstitutional framework,asisthecaseofMexico,whencustomersperceived controlover mobiletechnologyincreases,theneedtoresortto m-advertisingtodeterminetheirshopping behavior is reduced andmayevendevelopanegativeattitude.Bycontrast,ina devel-opedcountrywithamorecertaininstitutionalframework,asisthe caseinSpain,dominionovermobiletechnologymakestheuser feelmoreconﬁdenttocontrolcommunicationwiththecompany andthereforeimprovestheirattitudetowardadvertisingthrough mobile.OurresultsagreewiththestudyofMukandChung(2015), whichsuggeststhatconsumersindevelopedcountriestendtorely moreontheirpreviouspersonal experiencestoassessthe con-sequencesofreceivingadvertisingbasedontheirbehaviorthan consumersindevelopingcountries.

Socialinﬂuenceiskeytodisplayingapositiveattitudetoward m-advertisingthat goesbeyondnationalcontext. Otherstudies havealreadyhighlightedtheimportantroleitplaysintheattitude

andbehaviorsrelatedtotheuseoftechnology(Changetal.,2016). However,itisinterestingtonotethatthesocialgrouphasagreater influenceonattitudetowardm-advertisinginMexicothaninSpain. Giventheculturaldifferencesbetweentheanalyzedcountries.It isarguablethatinacountrywithgreaterinter-groupcollectivism, such as Mexico, the influence of the social environment can makecustomersintegratedintoagroupthatregularlyusemobile technologyhaveabetterattitudetowardmobilecommunication thaninamoreindividualisticcountry,suchasSpain,becauseof theclosenessintheexistingpersonalrelationshipsincollectivist countries.Regardingdevelopedcountries,asinpreviousstudies, socialacceptanceandgroup’sopinionsarewidelyvaluedin pur-chasingprocessesthroughnewtechnologies(Muk&Chung,2015). However,comparedtootherstudieddeterminants(i.e.the propen-sitytousetechnology,perceivedcontrolorcompatibility),social influence(ofmembersofareferencegroup)isthemainpredictorof individuals’attitudetowardm-advertisinginSpain.Thus,in devel-opedcountries,ifcustomersfeeltheyhavetheknowledgeandskills neededtousemobilecommerceandfeel“pressured”byasocial group,thefactofhavingapositiveattitudetowardm-advertising willimpactespeciallyonrepurchasethroughthemobilechannel.

Compatibilitybetweenthecharacteristicsofthemobilephone andcustomers’lifestyle,habits,needsandpreferencescanraise customers’positiveattitudetowardm-advertising,butagainthis effectis largerindeveloping countriesthanin developed ones. Thisresultconﬁrms the relevanceof this variablein the adop-tionofmobilecommerceindicatedbypriorstudies,suchasWu andWang(2005)and LeeandJun(2007)for countriesin early stagesofadoptionofmobilecommerce.Weassumethatinmore developedcountries,suchasSpainincomparisontoMexico, mod-ernizationoftechnologyisfasterandthereforemobilephonesare nowmorecompatiblewiththeconsumer,sothisvariabledoesnot havemuchinﬂuenceontheattitudethatconsumershavetoward m-advertising.Itmaybeabasicnecessaryconditionconsideredby theconsumertoacceptm-advertisingindevelopedmarkets.

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Accordingtoourstudy,firmsoperatingininternational mar-ketsandtargetingtheirproductsandservicestocustomersfrom countries with different levels of technological, economic, and culturaldevelopmentshouldnotethattherearedifferent deter-minantsoftheattitudetowardm-advertisingandm-repurchase. Therefore,inemergingcountries,firmsmustconsidercustomer’s propensity touse technology as a more important factor than incountrieswheremobilecommerceshowsgreaterpenetration and development. Also, firms operating in developing markets willmore effectively apply a directadvertising strategy if they addcompatibleelementsintheirwebsandmobileapps.Inother words,theymustbecompatiblewiththecustomers’lifestyleand habits,becauseitwillimprovetheconsumers’attitudetoward m-advertising(e.g.customizingm-advertisingbylettingcustomers pickwhatproductsandservicestheywouldliketoreceive infor-mationabout).

Finally,wemustrecognizethelimitationsofthiswork,which inturn,arewaystoopennewlinesofresearchforfuturestudies. First,thisstudyisrestrictedbybeingcross-sectionalanda compar-isonofm-shoppersoftwospeciﬁccountries.So,theresultsmight notapplytoothercountries.Second,thereareothervariablesof interestthathavenotbeentakenintoaccountinthisstudy. Accord-ingly,asafuturelineofresearch,weproposetheinclusionofother variablesthathelptodeepencomprehensionofthecross-national differencesthataffectthemobileshoppingbehavior,suchas col-lectivism,uncertainty,risk,productcategory,andadvertisingstyle.

Appendix. Itemsdescription

Code Item

AMA1 Receivingadvertisingbymobile/cellphoneisnice.

AMA2 Mobile/cellphoneadvertisinggivesmeusefulinformation.

AMA3 Iliketoreceiveadvertisingviamobile/cellphone.

AMA4 Receivingmobile/cellphoneadvertisingirritatesme.a

MR5 Iwillpurchasebymobile/cellularphone,evenifthepriceishigher

thaninotherchannels.

MR6 Iplantopurchasebymobile/cellphone,insteadofbuyinginother

channels.

MR7 Idesiretorepeatmobile/cellularpurchaseswhentheopportunity

arises.

PT8 IfIhearaboutanewinformationtechnology,Iwilllookfor

experiencingit.

PT9 Amongmyfriendsandfamily,Iamusuallytheﬁrsttotrynew

technologies.

PT10 Iliketoexperiencethenewinformationandcommunications

technologies.

PC11 Ihavetheresources,knowledgeandskillstousethemobile/cell

phonetobuysomething.

PC12 Itiseasierformetoreceiveand/ortosearchforinformation

and/ortobuywithmymobile/cellphonethanwithotherdevices,

givenmyresources,opportunitiesandknowledge.

SI13 ThepeoplewhoseopinionsIvalueapprovethatIusethe

mobile/cellphonewhenIpurchaseand/orsearchforinformation

aboutproductsand/orservices.

SI14 MostofthepeopleIamawareofthinkthatIshouldusethe

mobile/cellphonetobuysomeproductand/orservice.

SI15 ItisexpectedthatIusemymobile/cellphonetobuyorsearchfor

andreceiveinformationaboutproductsand/orservices.

CO16 Mymobile/cellphoneﬁtsinmylifestyle.

CO17 Mymobile/cellphoneﬁtsinthewayIliketoﬁnd/buyproducts

and/orservices.

CO18 Mymobile/cellphoneiscompatiblewithmanyaspectsrelatedto

mybehaviour.

CO19 Themobile/cellphoneisbetterthanothermeansof

communicationandpurchase.

CO20 Themobile/cellphoneisamustintoday’slife.

Note:Themostcommondenominationineachcountrywasusedforthemobile

phone(mobileinSpainandcellphoneinMexico).

a_Reverse_code.

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