Examining attitudes towards M-commerce applications… What does it mean for retailers? Academy of Marketing Science 46th Annual Conference

This paper provides an empirical perspective into the outcomes of positive customer attitudes towards m-commerce applications. Through undertaking a longitudinal study over a period of 12 months, the effects of positive customer attitudes towards fashion retailers’ m-commerce applications are established. Previous research outlines some of the determinants of mobile app retention; this study subsequently provides retail brands an understanding on the return on investment with regard to m-commerce applications. The results illustrate that over time, positive attitude towards the m-commerce application results in increased purchase intention through the app, positive attitudes and loyalty towards the brand