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

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).