Key Drivers of Mobile Commerce Adoption: An Exploratory Study of Spanish Mobile Users

Despite dramatic differences between non-store shoppers were discovered, very limited research has been conducted to examine them. This paper analyses the background of M-commerce and key drivers of future M-commerce decision among Spanish mobile users. The objective is two-fold: to determine the influence of relations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics, non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerce and its influence on the M-commerce decision and to identify key drivers of future M-commerce intention.