市场营销外文文献.pdf

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Determinants of involvement in
merce. The moderating
role of gende r 1
San Martín-Gutiérrez 2, S., López-Catalán 3, B. and Ramón-Jerónimo 4, ., 2012, “Deter - (1) This work was
minants of involvement in merce. The moderating role of gender”. EsicMarket, supported in part by
Vol. 141, pp. 69-101. the Consejería de
Educación from Junta
de Castilla y León
Abstract (Spain) under Grant
Mobile phones are one of the latest marketing tools that consumers are .
using to make their purchases, a fact that entails a revolution in the way (2) Universidad de
Burgos. Departamento
firms are relating to their clients. It therefore es essential to under -
de Economía y
stand the driving forces behind consumer involvement in this purchase Administración de
channel; an aspect that has not been previously studied in the context of Empresas. Facultad de
merce. In this pioneering work, we analyze the role that is Ciencias Económicas.
played by perceived risk in mobile purchasing, permission marketing and E-mail:
consumer propensity towards new technologies as antecedents of con - ******@
(3) Universidad Pablo
sumer involvement. Based on the information gathered from a sample of
de Olavide, Sevilla.
674 mobile users, our work highlights the importance of these variables as Departamento de
facilitators of involvement, as well as the need for firms to consider anización de
differences in the development of their strategies. Empresas. Facultad de
Ciencias
Key words : merce; Involvement; Risk; Permission-based Mar - Empresariales. E-mail:
******@
keting; Personal innovativeness in the domain of information technology
(4) Universidad Pablo
innovativeness; Gender. de Olavide, Sevilla.
Departamento de
JEL code: M31. Comercialización e
Investigación de
Sonia San Martín-Gutiérrez Mercados. Facultad de
University of Burgos Ciencias
Blanca López-Catalán and M. Ángeles Ramón-Jerónimo Empresariales. E-mail:
University Pablo