Purchase Intention in Mobile Commerce in Croatia: The Attribution Theory Perspective and the Role of Consumer Innovativeness

Abstract This study investigates the drivers of consumers’ intentions to purchase advertised products and services via mobile devices from a consumer perspective using attribution theory as a framework. It explores whether the cause of purchase intention is attributed internally or externally and how these attributions influence it. The data collected from mobile shoppers in Croatia were analyzed using structural equation modeling (SEM). The findings show that mobile purchase intention can be attributed to the internal attribution related to the perceived importance of websites’ characteristics, unlike attitudes toward mobile advertising (internal attribution) or security and privacy aspects (external attributions). Consumer innovativeness is a crucial internal attribution that moderates the effect of the attitude toward mobile advertising on purchase intention positively and negatively the impact of perceived importance of websites’ characteristics on the purchase intention. Marketers should encourage main internal and stable attributions as preconditions of consumers’ intentions.