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1、January1,2012EsicMarketEconomicandBusinessJournal,Vol.141,pp.69-101.2012Electroniccopyavailableat:http://ssrn.com/abstract=2168161DeterminantsofinvolvementinmobilecommerceAbstractMobilephonesareoneofthelatestmarketingtoolsthatconsumersareusingtomaketheirpurchases
2、,afactthatentailsarevolutioninthewayfirmsarerelatingtotheirclients.Itthereforebecomesessentialtounderstandthedrivingforcesbehindconsumerinvolvementinthispurchasechannel;anaspectthathasnotbeenpreviouslystudiedinthecontextofmobilecommerce.Inthispioneeringwork,weana
3、lyzetherolethatisplayedbyperceivedriskinmobilepurchasing,permissionmarketingandconsumerpropensitytowardsnewtechnologiesasantecedentsofconsumerinvolvement.Basedontheinformationgatheredfromasampleofmobileusers,ourworkhighlightstheimportanceofthesevariablesasfacilit
4、atorsofinvolvement,aswellastheneedforfirmstoconsidergenderdifferencesinthedevelopmentoftheirstrategies.1.IntroductionOneoftoday’scommercialchallengesisthepossibilityofmobilecommerce,nowthatInternetcommercehastosomeextentconsolidateditspresenceinoursociety.Eventho
5、ughcommunicationistheprimaryfunctionofthemobilephone,inrecentyearsfirmshaveaddednumerousfunctions,astheyareawareofitsmarketingpotential,thankstoitsubiquitous,interactiveequalities,easeofpersonalizationandconvenience.Thepenetrationofmobilephonesinsocietyisundeniab
6、le,borneoutbytheconstantincreaseinthenumbersofmobilephoneusersintheworldandtheirgrowthforecast.Thedevelopmentofthemobilephoneasanewmarketingtoolisrecentanditpresentsenormouspossibilitiesasapurchasingchannel.Asthischannelisatanearlystageofdevelopment,itisessential
7、thatfirmsunderstandthefactorsthatmightinvolveconsumersinitsexpansion:inotherwords,aclassificationofthedeterminantsoftheirinvolvement.Alongtheselines,Bloch(1981)andHoustonandRothschild(1978)proposegroupingthedeterminantsofinvolvementinto:personalcharacteristicsoft
8、heconsumer(personalinnovativenesswithinformationtechnology);attributesoftheproduct(whichreflecttheperceivedrisk)andthecontextofthepurchasingsituation(permissio
