Abstract
Purchasing clothes via mobile devices is a growing sector. This paper analyzed the cognitive (reputation, guarantee and security & privacy policies) and experiential aspects (aesthetics, interactivity, enjoyment and personalization) that increase customer satisfaction and trust of the mobile buying process as well as customer intention to repeat buying using this same channel. Our analysis used a sample of mobile purchasers a clothing company’s mobile website. The results indicate that the cognitive signals show greater influence than the experiential in relational variables. Satisfaction, meanwhile, is enhanced by the attractiveness of the mobile website and buyer trust. Finally, both satisfaction and trust are key factors in the customer’s intention to repeat buying clothes via mobile devices. Keywords: Mobile commerce, consumer behavior, relationship marketing, signaling theory, mobile repurchase.
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