How can a mobile vendor get satisfied customers?

The purpose of this paper is to study the role that a relational variable (trust) and three personal variables (impulsiveness, involvement and innovativeness), may play as antecedents of satisfaction of mobile shoppers.

Quantitative information was collected using a survey instrument directed to Spanish mobile shoppers. In total, 447 valid questionnaires were obtained. Data were analyzed using structural equation modeling.

Trust, involvement and innovativeness were found to have a positive impact on mobile shopper satisfaction, except impulsiveness, which has a negative impact, as the authors proposed.

The study highlights the importance of gaining m‐shopper satisfaction and different ways of achieving this goal, especially, internal influences.

M‐vendors should bear in mind that engendering trust and involvement with the channel is positive if they are to achieve purchaser satisfaction with the medium, whilst encouraging impulsiveness would prove detrimental. It should also be stressed that mobile phone user tendency to make use of new technologies could encourage impulsiveness that might lead to dissatisfaction, but that this innovativeness prompts individuals to take a keener interest in the products and services available over the mobile and ultimately leads them to become more involved.

Mobile commerce Spain is still in its infancy, hence the interest in gaining an insight into the factors which most impact the satisfaction of those who have already purchased using this means. Although research into e‐commerce has increased, few works have dealt with mobile shopping. Innovativeness, impulsiveness and involvement have received little attention in this context.