Academic journal article Journal of Strategic E-Commerce

The Antecedents of M-Commerce Adoption

Academic journal article Journal of Strategic E-Commerce

The Antecedents of M-Commerce Adoption

Article excerpt

ABSTRACT

The growth of Internet shopping has been attributed to rapid advances in technology and other influences such as convenience. We empirically investigate the relationship between demographics, ease of use, convenience, usefulness and enjoyment and intention to use m-commerce and attitude toward m-commerce. Two studies were conducted where a student and a non student sample was used.

Data analysis revealed age, gender and educational level of customers do not play a role in influencing intention to use m-commerce. However, convenience, ease of use, usefulness and enjoyment all play a role in the customer's intention to use m-commerce, with enjoyment and usefulness being the most important. Both hedonic and utilitarian considerations are important factors in intention to use m-commerce. This presents a dilemma that would need more investigation.

INTRODUCTION

The Census Bureau of the Department of Commerce estimated U.S. retail e-commerce sales for the second quarter of 2004 at $17.7 billion, an increase of 23.1 percent from the second quarter of 2003. Concurrently with the rise in e-commerce, wireless phone use has been increasing. For example, between June 2000 and June 2002, the number of wireless subscribers increased by well over 38.6% (2002 Cellular Telecommunications & Internet Association Report). Of Korea's 48 million people, 33.2 million are now wireless subscribers (Joshi, 2003).

The US Department of Commerce (2000) concluded that digital inclusion in the US is rapidly increasing and groups that have not been digital are making a dramatic gain (Cyberatlas, 2002.). Third generation wireless technologies will bring broadband to hand-held devices. Higher speeds and increased capability are already leading to new audio, video, and other applications, creating what many are calling "mobile-commerce" (m-commerce). Moreover, an international effort is underway to make it possible for the next generation of wireless phones to work anywhere in the world (National Telecommunications and Information Administration 2000 p.16).

Despite this confluence of technology and use, m-commerce has received inadequate attention in the academic arena in terms of empirical research (Peterson et al, 2002). We attempt to alleviate this lack of attention by pursuing two objectives in this paper. One is to empirically investigate the relationship between demographics and the likelihood of using m-commerce. The second objective is to explore the relative impact of hedonic and utilitarian elements on consumer decisions to use m-commerce. In pursuing the first objective we test relations between demographic characteristics (gender, education, income and age) and the intention to use m-commerce. To meet the second objective, we investigate the relationship between intention to use m-commerce and usefulness, ease of use, enjoyment and convenience.

The E-and M-Commerce Distinction

Building on the assumption that m-commerce and e-commerce are similar in many ways (Coursaris et al, 2003), we rely on research that has been done in e-commerce to help realize the objectives stated in this paper. However, the distinctions between e-commerce and m-commerce are important and should be made clear. We refer particularly to three of these differences. The first distinction between e-commerce and m-commerce is the notion of "anywhere, anytime." For example, a consumer using his desktop computer at home to communicate with a web site with signals carried over a satellite network would qualify as wireless but not mobile communications (Peterson et al, 2002). On the other hand, using a PDA or a cell phone to communicate with a web site would qualify as mobile communication. The distinction lies in the communication mode used. Wired e-commerce takes place through a wired connection to a LAN while m-commerce takes place through a wireless network.

The second distinction lies in the concept of "communication-in-motion". …

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