Jiménez, Nadia; San-Martín, Sonia - In: European Research on Management and Business Economics … 23 (2017) 2, pp. 96-102
One of the business models that attracts scholars and professionals’ interest is mobile commerce. This paper applies the theory of shopping preference to this field. It analyzes the role of personal factors (perceived control and propensity to use technology), social factors (influence of a...