Academic journal article Journal of Theoretical and Applied Electronic Commerce Research

Key Drivers of Mobile Commerce Adoption. an Exploratory Study of Spanish Mobile Users

Academic journal article Journal of Theoretical and Applied Electronic Commerce Research

Key Drivers of Mobile Commerce Adoption. an Exploratory Study of Spanish Mobile Users

Article excerpt

Abstract

Despite dramatic differences between non-store shoppers were discovered, very limited research has been conducted to examine them. This paper analyses the background of M-commerce and key drivers of future M-commerce decision among Spanish mobile users. Our objective is two-fold: (1) to determine the influence of relations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics, non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerce and its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention. We examined data from 606 personal interviews given to Spanish mobile users (270 Mobile shoppers and 336 non Mobile-shoppers) over 14 years old. Data analysis shows that age, attitude towards M-commerce, Internet shopping previous experience and relations with the Mobile (frequency, length of Mobile use and Mobile affinity) are the main predictors of M-commerce decision while age, length of Mobile use, Mobile affinity, consumer attitude towards M-commerce and previous M-commerce experience are the most relevant factors influencing future M-commerce intention. Based on these empirical results this research enables companies to know the key drivers influencing M-commerce adoption and, therefore, what aspects to highlight in their marketing strategies.

Key words: M-commerce, Consumer behaviour, Distance shopping, Affinity, Mobile users.

1 Introduction

Information and Computer Technologies (ICTs) are currently experiencing spectacular growth and gradually entering our homes. People are becoming increasingly familiar with the use of Internet and also the new mobile terminals such as electronic diaries and mobile phones.

Mobile telephony is growing fast, in combination with the development of wireless technology [31]. According to Wireless Week (2004) there were 94.9 million M-Commerce users worldwide in 2003 and the segment is expected to grow to 1.67 billion by 2008. Global income from M-Commerce was $6.86 billion in 2003 and is expected to reach $554.37 billion in 2008 [70].

At present, the Spanish mobile market has a penetration rate of 91.63% with 39.4 million mobile subscribers [48]. Spain has three mobile operators (see Table 1). With more than 18 million subscribers and a 48% market share, Telefónica MoviStar dominates the Spanish market. Around 60% of Spanish end-users are prepaid users, but the trend is downward as the result of improved contract conditions to gain user loyalty [66].

Non-store retailing is a form of retailing in which consumer contact occurs outside the confines of the retail store, such as vending machines and electronic shopping, at home personal selling, and catalogue buying [1]. The domain of activities where direct channels use and consumer purchase behaviour overlap can be called Non-store consumer purchase behaviour. [67] defines M-commerce as the buying and selling of goods and services using wireless handheld devices such as mobile telephones or personal data assistants (PDAs). M-commerce may be thus regarded as an extension of Electronic commerce to wireless mediums [9]. This paper accordingly defines M-shopper as "the consumer who buys goods and services by using mobile access to computer-mediated networks with the help of an electronic device". Non-store shoppers are not a homogeneous group [12], [23], [24], [32]. Although dramatic differences were discovered between non-store shoppers, there are still not enough studies that examine the demographic, behavioural and attitudinal differences among M-shoppers.

While published work on M-commerce applications and technologies and the different mobile operators and their services is becoming more abundant and representative [4], [8], [9], [18], [22], [25], [36], [39], [40], there is a lack of literature on the profile of users who buy products/services through the different mobile operators and on the analysis of the factors which most influence M-shopping behaviour and the processes of adopting M-commerce [9], [43], [49], [72], [73]. …

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