Corvinus
Corvinus

Mobile social commerce solutions – An exploratory study about consumer behavior in a Hungarian context

Simay, Attila Endre and Gáti, Mirkó (2018) Mobile social commerce solutions – An exploratory study about consumer behavior in a Hungarian context. In: MMDC terelő - Tanulmányok a marketing-, média- és designkommunikáció területéről. Budapesti Corvinus Egyetem, Budapest, pp. 59-66. . ISBN 978-963-503-751-3

[img]
Preview
PDF - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
540kB

Abstract

In the digital economy, the development of e-commerce is continuous, with additional opportunities offered by mobile commerce (m-commerce). The aim of this study is to analyze, in the frame of an online survey, the relevance of different m-commerce solutions in Hungary (as compared with China), and the possible intentions to use m-commerce applications. Moreover, the effect of word-of-mouth on mobile social media platforms on consumers’ intention to purchase and postpurchase behavior are analyzed. Based on the results, before the launch of social m-commerce applications, consumers’ education and training seem to be very important, before potential users can adopt these new solutions.

Item Type:Book Section
Subjects:Commerce and tourism
Media and communication
ID Code:3914
Deposited By: Veronika Vitéz
Deposited On:04 Feb 2019 12:39
Last Modified:04 Feb 2019 12:50

Repository Staff Only: item control page