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January 1, 2012 Esic Market Economic and Business Journal, Vol. 141, pp. 69-101. 2012 Electronic copy available at: /abstract=2168161 Determinants of involvement in mobile commerce Abstract Mobile phones are one of the latest marketing tools that consumers are using to make their purchases, a fact that entails a revolution in the way firms are relating to their clients. It therefore becomes essential to understand the driving forces behind consumer involvement in this purchase channel; an aspect that has not been previously studied in the context of mobile commerce. In this pioneering work, we analyze the role that is played by perceived risk in mobile purchasing, permission marketing and consumer propensity towards new technologies as antecedents of consumer involvement. Based on the information gathered from a sample of mobile users, our work highlights the importance of these variables as facilitators of involvement, as well as the need for firms to consider gender differences in the development of their strategies. 1. Introduction One of today’s commercial challenges is the possibility of mobile commerce, now that Internet commerce has to some extent consolidated its presence in our society. Even though communication is the primary function of the mobile phone, in recent years firms have added numerous functions, as they are aware of its marketing potential, thanks to its ubiquitous, interactive equalities, ease of personalization and convenience. The penetration of mobile phones in society is undeniable, borne out by the constant increase in the numbers of mobile phone users in the world and their growth forecast. The development of the mobile phone as a new marketing tool is recent and it presents enormous possibilities as a purchasing channel. As this channel is at an early stage of development, it is essential that firms understand the factors that might involve consumers in its expansion: in other words, a classification of the determinants of their involve