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Mobile shopping loyalty: The salient moderating role of normative and functional compatibility beliefs

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  • Groß, Michael

Abstract

Since increasing shopper loyalty is an imperative aim for all vendors for defending or even strengthening their market position, this study explores the impact of different compatibility beliefs on m-shoppers’ loyalty by distinguishing between normative and functional aspects. For this purpose, in a first step of analysis, an integrated framework to clarify the effects of different shopping values, satisfaction, and trust on the continued use intention is designed. Then, in a second step, the moderating role of normative and functional compatibility beliefs is analysed in greater depth.

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  • Groß, Michael, 2018. "Mobile shopping loyalty: The salient moderating role of normative and functional compatibility beliefs," Technology in Society, Elsevier, vol. 55(C), pages 146-159.
    • Handle: RePEc:eee:teinso:v:55:y:2018:i:c:p:146-159
    DOI: 10.1016/j.techsoc.2018.07.005
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