How does technology readiness affect customers when purchasing a travel through mobile phone?

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Jana Prodanova, Sonia San-Mart�­n and Nadia Jim�©nez

Universidad de Burgos, Spain

Posters-Accepted Abstracts: J Account Mark

Abstract :

The outstanding impact that new technologies have had on customers� lifestyle and on companies� operating during the last decades, have made a real evolution in the way products and services are offered and purchased. One of the tools mostly used nowadays are the mobile phones and the tablets, which are presented as essential not only for communication, information or advertising, but for purchasing a variety of products and services, as well. One of the sectors that illustrate the growing usage of mobile purchase is the touristic sector, such as the purchase of transport and accommodation. Therefore, we found it interesting to explore the customer�s behavior for the purchase of a travel through mobile phone. We implemented the Theory of Planned Behavior, but since the personal aspect of the customer seems to be likewise important when it comes to his/her intention to purchase, we incorporated the customer�s Technology Readiness as part of this theory. For the purpose of this study, we treated a sample of 220 Spanish online purchasers of travel through mobile phone. We analyzed the Technology Readiness as a second-order construct and we estimated a global model, using structural equations modeling. The results confirm the positive influence of customer�s technology readiness on his/ her perceived control, the subjective norms and on his/her intention to purchase a travel through mobile phone. On the other side, the subjective norms also positively affect customer�s purchasing intention. Considering Technology Readiness as a second-order construct adds to the uniqueness of this study, which already provides contribution to the body of knowledge on customer behavior in the mobile context and offers relevant implications for companies working in the sector of online and mobile purchase of travel.

Biography :

Jana Prodanova is an Assistant Professor at the University of Burgos and a PhD candidate in Business Economics. She has a Master’s degree in Research in Business Economics and her main research is related to consumer behavior in electronic commerce and mobile marketing, marking differences between online and mobile markets and the advantages and disadvantages that each of them holds. She studies the challenges and possibilities of the use of ICT in the sale of products/services and the behavior and personality of the consumer in tourism contexts. She is a reviewer for journals and national conferences and has published her work in national and international journals of repute.

Email: jprodanova@ubu.es