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1、JournalofElectronicCommerceResearch,VOL.6,NO.3,2005THEIMPACTOFINTERNETUSERSHOPPINGPATTERNSANDDEMOGRAPHICSONCONSUMERMOBILEBUYINGBEHAVIOUREnriqueBigneDepartmentofMarketingUniversityofValenciaenrique.bigne@uv.esCarlaRuizDepartmentofMarketingUniversityofValenciacarla.ruiz@uv.esSilviaSanzDepart
2、mentofMarketingUniversityofValenciasilvia.sanz@uv.esABSTRACTInlessthan15years,themobilephonehasbecomeanessentialpartofourdailylives.Itisnolongeraluxuryitemandhasbecomeoneofthemostcommonlyuseddailyconsumergoodsthroughouttheworld.Despiteitsgrowingsignificance,thereisstillalackofresearchworki
3、nmanycountriesinthisfield.ThisstudyaimstomakeanapproximationoftheM-shopperprofileandidentifythevariablesinfluencingpurchasebehaviour.Themethodologyusedtoachievetheseobjectivesisbasedon7focusgroupsandtheanalyticaltechniquesofChi-Squareandlogisticregression.Analysisoftheresultsobtainedfromar
4、epresentativesampleof2,104SpanishInternetusersshowsthattheM-commercedecisioncanbepredictedaccordingtoconsumerage,socialclassandbehaviourpatternsasuserofnon-storeshoppingchannels.Keywords:Consumerbehaviour;Directshopping;HomeShopper;M-Commerce1.IntroductionTechnologicalprogressinthesphereof
5、informationandcommunicationisencouragingtheuseanddevelopmentofnewshoppingmethods,leadingtoarapidgrowthinnon-storeshoppingastheindividualcanbuyproducts/serviceswithouthavingtotraveltoretailoutlets[SharmaandSheth2004;Thompson1997].Thisgrowthinnon-storeshoppingandnewtrendsintechnologyhavefaci
6、litatedtheintroductionofelectronicmarketingandpromisetoprovidenewwaysofimpactingandservingconsumersinthefuture[Balasubramanian,PetersonandJarvenpaa2002;Reynolds2000;Sivanad,GestaandSulep2004].Practicallyallproducts/servicescanbepurchasedquickly,convenientlyandwithoutmovingfromhome[Davison,
7、DorringtonandMcCoy1982;Eroglu,MachleitandDavies2003;RosenbergandHirschman1980;Sheth1983].WirelessInternetviamobiledevices(WIMD)isleadingtheworldintoanotherspectrumofcommunicationsandmeansofconductingday-to-daybusinessandlifeactivities[Sivanad,2004].Inthenextye
