Mobile Commerce at Crossroads (original) (raw)
Related papers
Mobile Communications: A Study of Factors Influencing Consumer Use of m-Services
Journal of Advertising Research, 2007
New mobile digital communication technologies present opportunities for advertisers to capitalize on the evolving relationships of consumers with their mobile devices and their desire to access enhanced information services while mobile (m-services). Consumers already use mobile devices (cell phones, personal mobile digital assistants) for traditional phone calls and message handling (e.g., Kalakota and Robinson, 2002; Sullivan Mort and Drennan, 2002). The combination of rapidly developing mobile digital technology and high uptake rates of mobile devices presents enormous potential for delivery of m-services through these devices (Bitner, Brown, and Meuter, 2000). M-services encompass a wide variety of types including the ability to trade stock, to book theater and movie tickets while accessing seating plans online, to send and receive text and pictures, and receive personalized direct advertising such as alerts for shopping bargains. Marketing communications, and specifically advertising, may be delivered as an m-service and termed m-services advertising, forming part of the broader category of m-services. However, advertising research has not yet addressed the area of m-services and needs to do so to be able to take advantage of the advanced interactivity (Yadav and Varadarajan, 2005) of mobile communication devices. Such advertising research is likely to help develop open attitudes and responses to new business models as has been advocated for other new technology such as advanced television (Tauder, 2005). In this article, we model the factors influencing the use of m-services, in the context of consumers' existing relationships with mobile devices. First, we address the value propositions underpinning consumer involvement with mobile devices. Next, we canvass the types of involvement relevant to this consumption domain and argue that involvement, together with personal attributes innovativeness and self-efficacy, will influence use of m-services. Finally, implications for advertising delivered as an m-service are discussed, the potential for m-services advertising as part of m-commerce are canvassed, and directions for future research identified. MOBILE COMMUNICATIONS The seamless integration of mobile digital technology with daily activities has a growingly pervasive impact on consumers (Sullivan Mort and Drennan, 2002). Wilska (2003), in a study of young people's use of mobile phones as part of their consumption styles, states that mobile communications are undoubtedly an important part of everyday life. As well as providing the core mobile "delivery of individualized/customised relationship based, timely and location specific" services to the user (Sullivan Mort and Drennan, 2002, p. 17), it [mobile communications] enhances efficiency and entertainment as well as increasing spontaneity (Anckar and D'Incau, 2002). It is widely acknowledged that mobile digital devices and mobile communications have become integrated into personal identity, for example through personalization of mobile devices (color and design options, ring tones, screen savers, and carry cases) and through connectivity within reference groups (Pura, 2003; Wilska, 2003). Indeed, the phenomenon of "grooming calls," the frequent mobile phone calls within friendship networks that have primarily a socio-emotional function of showing concern, solidarity and commitment, nearness and sympathy has been identified (Palen, Salzman, and Youngs, 2001). For many people, mobile devices are increasingly regarded as a necessity. Fitzgerald and Drennan (2003) have examined consumption practices surrounding mobile phones and found that some consumers express a strong sense of the embeddedness of mobile phones in their lives, both from a communications capability and from a security perspective. Consumers internalize technology such as mobile devices, e-commerce, and the internet into their lifestyles (Forrester Research Group, 2001). This integration of technological change may provide an indication of why some people come to feel empowered through the use of technology, specifically their mobile devices (Funston and McNeil, 1999). This empowerment may result from freer communication without the constraints of physical proximity and geographic location, the ability to perform tasks more efficiently, both of a work-related and social nature, or the enabling of private communications (Lacohee, Wakeford, and Pearson, 2003). Increasingly, the lifestyles and consumption habits of young people are influencing the consumption patterns of many other markets (Wilska, 2003). In other words, not only do youths manifest consumption styles, they also create them. For instance, the widespread use of text messaging was largely unforeseen by the mobile telecommunications industry. Nonetheless, it became very popular with young adults who even developed their own SMS language and abbreviations to make messages nearly unintelligible to outsiders (Lacohee, Wakeford, and Pearson, 2003). Text messaging has subsequently become popular with many other consumer segments. Despite the importance of the mobile device itself, we suggest the relationship between the devices and the services linked to the devices, m-services, must also must be examined as important indicators of the way consumers are embracing mobile communications. Little reported empirical research is available that examines this connection and such a gap in the literature is surprising given the increasingly important role of mobile devices and services in the lives of many people and the growing potential of m-services as an advertising medium.
2010
As wireless technologies evolve, mobile technologies and services will increasingly affect our lives, accompanied by positive and negative effects. This development requires a high acceptance of users to the presence of mobile services in various usage contexts. In an exploratory focus-group-interview approach (n = 63), this research investigates usage motives as well as barriers, which are perceived by users of wireless mobile technologies. In order to understand the impact of specific usage contexts, in which mobile services are applied, an ICT context was contrasted to a medical service context. Outcomes show that acceptance factors are neither static nor independent from the specific usage or service context in which a technology is applied. Rather, acceptance reveals to be a product of individual usage motivations, situation-specific evaluations, and individual user profiles.
Journal of Retailing and Consumer Services, 2020
Despite the acknowledgement of the significance of income, affordability and cultural factors in using mobile phones research, there are few studies on how these factors affect females' use of mobile technology. Hence, this paper aims to expand knowledge on female consumers' use of mobile phones and mobile applications in developing countries. It develops a model based on combining the extended unified theory of acceptance and use of technology and the cultural influence model. Multi-stage cluster sampling was used to distribute hard copy questionnaires in Jordanian, Iraqi and UAE households led to 629 replies from female consumers. The results indicated that although income is an important factor, cost is not the highest barrier for females. Culture, society, national IT development and inclusive policies play a key role. This study contributes to existing literature by proposing a new integrated model acknowledging the role of income for females' use of mobile phones.
2002
The main purpose of the paper is to investigate young peoples' perspectives on mobile services in order to shed light on the acceptance of mobile services. The knowledge of and interest in mobile services of individuals using such services is analyzed. A second objective is to investigate the reasons for using/not using mobile services. In-depth focus group interviews and secondary empirical data provide the main data. Concerning the youth's general knowledge of and interest in mobile services, the results point to six things: young people show a low demand for many mobile services, there is a demand for extended, established mobile services, like SMS, the interest in the new services vary, there is low interest in active information search, there is little knowledge of the enabling technology, and the understanding of the pricing is generally low. As concerns reasons for and against usage of mobile services, results point to four central aspects: many individuals could present clearly defined needs for certain services, many indicated an interest in "community usage" of mobile services, they experienced the prices of mobile services to be a hinder for usage, and technology placed limitations on the usage. The paper discusses practical implications on the acceptance of mobile services.
2010
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Reconsidering the actual and future use of mobile services
Information Systems and E-business Management, 2009
For a number of years, Finland was considered one of the most successful countries in Europe in terms of the adoption and use of mobile services. In this paper, we focus on trends in service adoption, by discussing the development in the Finnish telecommunication market and trends in actual and future user behaviour with regard to three groups of mobile services. Based on surveys from 2004, 2005 and 2006, in which the same concepts were measured, we test models in which concepts like innovativeness, flexibility, status and entertainment value are related to mobile travel service, traditional entertainment and mobile Internet services. Our analysis shows that we cannot understand the actual and future use unless we take the characteristics and user values of the specific mobile services into account.
SMARTPHONE PERCEIVED-USERS’ PERCEPTION (A FOCUS GROUP)
International Journal on Transformations of Media, Journalism & Mass Communication, 2016
Whenever a new communication medium arrives at the scene, it creates some flutters in the social and personal life of a person. Personal and professional life experiences changes which have both positive and negative aspects. With these basic assumptions in mind, a focus group study was conducted on smartphone users and an attempt was made to understand how this new medium and the changes brought out by it, are being perceived by its users. In perceivers’ views, after owning a smartphone, their lives have become better. Daily routine, social engagement, reading habits and leisure time are some of the other activities over which respondent participants’ opinion was sought.