Comportamento de compra no comercio móbila importancia dos trazos de personalidade

  1. Camoiras-Rodríguez, Zaira 1
  2. Varela-Neira, Concepción 1
  1. 1 Universidade de Santiago de Compostela – Facultade de Ciencias Económicas e Empresariais
Revista:
Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

ISSN: 1132-2799

Ano de publicación: 2020

Volume: 29

Número: 3

Páxinas: 178-200

Tipo: Artigo

DOI: 10.15304/RGE.29.3.6787 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

Resumo

As vantaxes que o comercio móbil proporciona atraeron a atención de empresas e consumidores. A pesar dos seus potenciais beneficios, a investigación sobre os factores que inflúen na súa frecuencia de uso e compra é aínda escasa. Este estudo contribúe a alcanzar un maior coñecemento e comprensión sobre os factores que inflúen na frecuencia de compra no comercio móbil ao vincular o Modelo de Aceptación de Tecnoloxía (TAM) coa literatura dos trazos de personalidade. Esta investigación emprega unha mostra de 200 individuos que posúen dispositivos móbiles con acceso a Internet. A técnica utilizada para contrastar as hipóteses é a análise path. Os resultados mostran o efecto indirecto da necesidade de recursos materiais e da orientación á tarefa sobre a frecuencia de compra no comercio móbil. Ademais, os resultados reflicten o importante papel mediador que ten a tendencia á compra impulsiva no nivel de frecuencia de compra.

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