How consumers can understand the role and relevance of social mobile e-commerce

Gáti, Mirkó and Simay, Attila Endre (2019) How consumers can understand the role and relevance of social mobile e-commerce. In: DMMD ADAPTER Tanulmányok a digitális marketing, média és design területéről. Budapesti Corvinus Egyetem, Budapest, pp. 9-17. . ISBN 978-963-503-798-8

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The following paper analyses users’ attitudes and the behavioural aspects of e-commerce solutions in a Hungarian context combined with social media elements in a mobile environment. Although e-commerce penetration is still in its infancy in Hungary, users’ smartphone penetration is increasing due to the rapidly changing technological environment. Therefore, different aspects of consumer behaviour can be understood through purposeful research. The aim of the present study is to understand how the Hungarian mobile e-commerce market could develop. Results show how mobile social commerce affects different outcome variables such as satisfaction and brand loyalty, considering the influencing factors that affect attitudes towards and actual use of social mobile e-commerce (e.g. perceived usefulness, privacy concerns).

Item Type:Book Section
Divisions:Faculty of Business Administration > Institute of Marketing and Media > Department of Media, Marketingcommunications and Telecommunications
Subjects:Commerce and tourism
ID Code:4298
Deposited By: Ádám Hoffmann
Deposited On:15 Nov 2019 08:05
Last Modified:15 Nov 2019 08:05

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