M Commerce Project.docx

IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION : A STUDY IN BANGALORE CITY

By L.MEGHASHREE 4th semester MBA Reg. No. 15MB1099

Project report submitted to the university of mysore in partial fulfillment of the requirement of 4th semester MBA degree examination -2017

Ramaiah Institute Of Management Studies . New BEL Road , M.S.Ramaiah , M.S.R.I.T Post Bangalore -560054

STUDENT’S DECLARATION

I L.MEGHASHREE is hereby declare that this project report Titled IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION : A STUDY IN BANGALORE CITY submitted in the partial fulfillment of the requirement for 4th SEMESTER MBA degree examination to the university of Mysore , through Ramaiah institute of management studies , Bangalore 560054 is a record of my original work done by me and has not been submitted previously for the award of any degree/ diploma to any other organization .

Place : Bangalore

L Meghashree

Date :

15MB1099

GUIDE’S DECLARATION

This is to certify that the project report title “IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION : A STUDY IN BANGALORE CITY” submitted to the Universtiy of Mysore , Mysore in partial fulfillment of 4th Semester MBA Degree Examination -2015, by L.MEGHASHREE bearing Registration No. 15MB1099 has worked under my supervision and guidance . I certify that no part of this Project Report has been submitted earlier to any Department/university for the award of any degree/diploma to the best of my knowledge .

Place : Bangalore Date:

Guide Signature Name : Designation :

ACKNOWLEDGEMENT

A work like this needs support and encouragement from different sections of various industrialists. This project researcher has taken the help of many personalities like Professors of Business Management and business leaders. Many of them are either working in industries as officers or working as managers and some of them are really business entrepreneurs who have got vast knowledge in many areas . At the very outset this project researcher expresses thanks to the reputed University of Mysore for giving me an opportunity to pursue my MBA Degree and allowed me to submit this work for the award of MBA Degree . Researcher also expresses thanks to Dr. M. R. Pattabhiram, the Hon’ble director of Ramaiah Institute of Management Studies for encouraging me to this work. I also wish to express my sincere thanks to my guide Mr.Vinay.S for encouraging me to do this work by his valuable knowledge and experience in this field. I also wish to record my sincere thanks to the Hon. Dean Dr. Arun Chandra Mudhol for encouragement in writing this report. I owe irredeemable debt to my parents. Further, I wish to record my thanks to Mr.Veda Murthy Librarian , Ramaiah Institute of Management Studies , Bangalore for his patience and timely help.

Date :

Signature of the Candidate :

PROJECT SYNOPSIS IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION : A STUDY IN BANGALORE CITY 1. EXECUTIVE SUMMARY In today’s world mobile commerce is playing a very important role in every one’s life. The change in the technology has made people use more of mobile commerce in their day today life. Mobile commerce services machines were accepted by payment via sms text message. This way of mobile commerce got introduced to several new mobile applications such as the first mobile phone – based banking services . The first sales of digital content as downloads to mobile phones were made possible and its playing a vital role in each and every human being . Many businesses are beginning to use mobile commerce as a more efficient way to communicate with their customers by using personal digital assistance (PDAs) and cellular phones. In order to destroy the mobile commerce market, mobile phone manufacturers are working with carriers such as Wireless and Sprint to develop WAP-enabled smartphones and these Smartphones offers fax, e-mail, and phone capabilities.

2. INTRODUCTION : Mobile Commerce is a mode of buying and selling of goods and services through wireless handheld devices such as cellular telephone and personal digital assistants (PDAs). Mobile commerce is providing the delivery of electronic commerce capabilities directly into the consumers hand everywere via wireless technology. Customers are yet think of mobile commerece as a “retail outlet in your customers pocket.” To completely understand the potentiality of mobile commerce , we should first explain what comes to this term. As you can see the following below, it is not just buying and selling of stuff with mobile devices. Depending on the approaches we can also include some of the following : 

Mobile payments



Mobile money transfers and mobile-banking ;



And mobile financial services

Because of so many differentiation we can have a look on different data mobile commerce market value by this way we can easily compare the mobile commerce market share with ecommerce.

3. SIGNIFICANCE OF THE STUDY: The main aim of M-commerce is to improve the convenience of trading and also to implement electronic money solutions for quicker purchase of goods and services. M-commerce has made it possible by delivering the concept of value to customer. Mcommerce application can be Business to Business, Business to Customer in the e-commerce world. Eventhough M-commerce is not mature, the potential to make it more convenient for consumers to spend money and purchase goods and services as been increasing day by day. Since wireless devices travel with the consumer, the ability to purchase goods and services is always presenting a full fledged way. This clearly shows the technique that it can be used to raise revenue. The success of m-commerce depends on the technology and the attractiveness of m-commerce applications. The existence of wireless technology has created a rapid boost in the growth of some commerce businesses. Its a brilliant development which has provided a stronger connection between the target markets and many businesses which are continuously taking chances with their opportunity. In the present world a mobile device as wireless technology is already being a very necessity to many. Making businesses and connecting to people via mobile applications is a winning option where this potential makes a way to the existence of mobile commerce which Is so called mobile commerce. 4. STATEMENT OF THE PROBLEM : M commerce is one of the most effective and flexible mode of transferring goods and servies through mobile networks all over the world . It is sustainable and can be implemented on the massive scale necessary to respond to the urgent needs of the customers to satisfy their wants in giving more satisfaction on the mobile data plans helping the young generation to know more about the drastically change in the technology.

5. VARIABLES : INDEPENDENT VARIABLE :The independent variables are as follows: Five factors that may influence the answer to the questions: age, gender, background, economic conditions, and education level. DEPENDENT VARIABLE: In this analysis, the dependent variables might help mcommerce organizations to increase the business efficiency. These technologies include global pointing systems, geographic information systems, intelligent transportation , wireless data center, mobile inventory, mobile auction, mobile office, location based services, customer relationship management, supply chain management, 6. REVIEW OF LITERATURE :. 1. Dr. sunil bhatra , et all (2013): This paper extends research mobile commerce in india . it lists the issues faced by the Indian mobile commerce industry. With the advancement of time and technologies business and startegies are changing. Earlier business strategies where based on limited geographical reach and scope for the growth of e commerce . indians are using smartphones for the purpose of rapidly consuming contents such as gaming vedios , songs, and entertainment in its smart devices. 2. Anshu agarwal, et all (2015): The study of this research paper is to make the readers aware about the current status and scenario of commerce in india . by watching the day by day changes in the technology we can say that the young generation are becoming “Mobify” the number of users are drastically increased on mobile phones and consuming a huge of mobile internet providers. 3. Chandan gupta et all (2015): Before electroninc commerce had connected us to the global business trade and now mobile commerce has taken the place to connect al the customners using smart phones to the global market. As of now there are not only companies , organizing and communities in inida who are doing business using E commerce but now with the change in the advanced technology m commerce is replced for e commerce

4. Dennehy, et all (2015): As a new way doing business mobile commerce are increasingly being adopted by organization . as a new payment channel mobile commerce is resulted in an increase in the the volume of literature . mobile commerce is aimed at identifying the key research themes and methodologies research. 5. Dr . Pravin .H . Bhatawal et all ,(2015): The purpose of this research paper is to make the readers aware of the current scenario and status of commerce in India . although people have started using e commerce but still they hesitate to use m commerce because of securities issues, payments problems and difficulty in the mobile applications . implementation of m commerce is not only the users who are facing problems but also the business are using the problem . 6. Per.e Pedersen, et . all (2015): The literature review starts with an over view of the growth in research in research on mobile services the methodology applied to identify articles for the review is been explained with the journals from which the articles are selected . This starts with a description of the mobile services studied within each of the main categories of the articles. This shows that articles

sometimes operate with rather generic descriptions of the mobile

service category studied in the field of mobile

7. OBJECTIVES OF THE STUDY : 1. To understand the context of mobile commerce . 2. To analyze the customer preferances using mobile commerce . 3.

To evaluate the mobile commerce problems and prospects

8. HYPOTHESIS : Null hypothesis : H01 = M commerce influences easier and faster transactions .

Alternative hypothesis : H11 = M commerce doesnot influence easier and faster transactions .

9. LIMITATIONS OF THE STUDY: 1. Sample size also affects the study . 2. The focus is only on the younger generation 3. Mobile commerce is limited only for some regions like urban regions. 4. The users of mobile commerce are limited

10. RESEARCH METHODOLOGY : The use of mobile device has become wide spread and continuous to grow significantly each year. With the explosion and development of the wireless networks and technology such as 3G(third generation ). Mobile commerce is becoming a new isuue in information system (IS) research agenda .

11. TECHNIQUES OF DATA COLLECTION Both the primary and secondary data are used to collect the data

11.1 Primary data collection : primary data collection involves the original primary data collected by the researchers . it is undertaken after researchers have gained the information by reviwing secondary research or by getiing previously collected primary data , it includes questionnaires , market research , experiments made , and direct observations.

11.2 Secondary data collection : is the collection of data that is collected by someone other than then user . secondary data can save time that would otherwise be spent on collecting data in case of quantitative data. Secondary data analysis can be less useful in marketing research , as data may be outdated or inaccurate. Secondary data is obtained namely by published and unpublished sources.

12. REFERENCES :

12.1 Dr.Sunil.Batra et all (2013), mobile commerce in india : emerging issues (international journal of advanced research in IT ), volume 2 , no 2, February 2013

12.2Anshu agarwal , et all (2015) , international journal of research in computer and communication technology , volume 4, issue 4, april 2015 12.3 Chandan gupta et, all ( 2015), all IOSR – journal of business and management , volume 18, issue 1, version 1, January 2016. 12.4 Dennehy, et all (2015), journal of innovation management JIM volume 49-61. 12.5 Dr.Pravin.H.Bhatawal et all (2015) volume 4 , no 4, mobile commerce in india , promises and problems . 12.6 Per.E.Pedersen, et , all

(2015), (a review of mobile service and mobile

commerce research and suggestions for future research on mobile applications .) centre for applied research at NHH . 2015, volume no 1/15.

CHAPTER 1 Introduction and review literature Mobile Commerce is a mode of buying and selling of goods and services through wireless handheld devices such as cellular telephone and personal digital assistants (PDAs). Mobile commerce is providing the delivery of electronic commerce capabilities directly into the consumers hand everywhere via wireless technology. Customers are yet think of mobile commerece as a “retail outlet in your customers pocket.” To completely understand the potentiality of mobile commerce , we should first explain what comes to this term. As you can see the following below, it is not just buying and selling of stuff with mobile devices. Depending on the approaches we can also include some of the following : 

Mobile payments



Mobile money transfers and mobile-banking ;



And mobile financial services

Because of so many differentiations we can have a look on different data mobile commerce market value. By this way we can easily compare the mobile commerce market share with ecommerce. The use of wireless and mobile networks and devices are growing rapidly were there is no doubt in it . With the emergence of electronic commerce (e-commerce) from 1990 s we have been witnessing a great shift in methods of doing business. Individuals , business and academics have been focusing on the new way of conducting business online . Mobile commerce can be seen as a subset of e commerce which refers to many transactions with the monetary value which is conducted via mobile network. Advanced , mature wireless and mobile technologies facilitate e commerce conducted from a wired network to a wireless network. When users conduct e commerce such as e banking or purchase products , they do not need to use a personal computer system . In the past, these mobile devices or technologies were regarded as a kind of luxury for individuals. However, this situation has changed. The market for mobile technologies has

seen significant growth in the past few years [61,64,142]. This is creating a new opportunity for the growth of m-commerce. According to a study conducted by Datamonitor [33], global m-commerce revenues will amount to $31.7 billion by 2005. M-commerce is a technological frontier and is an attractive area for research because of its relative novelty, rapid growth, and potential applications [111]. M-commerce applications have two major characteristics: mobility and broad reach. Mobility implies portability, e.g., users can conduct business real time via mobile devices. With m-commerce, people can be reached at any time via a mobile device. In this study, m-commerce refers to the conduct of commerce via wireless devices. In this paper, we classify the literature on m-commerce research and present a comprehensive review of these studies. The review covers 149 journal articles published between 2000 and 2003. The reason for selecting this time period is that the topic is fairly new and most of the research on m-commerce began to be conducted only during this period. The results, as shown in Fig. 1, show an increasing volume of mcommerce research in a diverse range of areas. The paper is organized as follows: first, the research methodology used in the study is described; second, the criteria used for classifying the literature on mcommerce are presented; third, the m-commerce articles are analysed and the classification results are reported; and, finally, conclusions are presented and the implications of the study are discussed. Problem definition / statement : M commerce is one of the most effective and flexible mode of transferring goods and servies through mobile networks all over the world . It is sustainable and can be implemented on the massive scale necessary to respond to the urgent needs of the customers to satisfy their wants in giving more satisfaction on the mobile data plans helping the younger generation to know more about the drastically change in the technology. Research objectives: 1. To understand the context of mobile commerce . 2. To analyze the customer preferances using mobile commerce . 3.

To evaluate the mobile commerce problems and prospects

Research methodology :

Considering the nature of the research on m-commerce, it would be difficult to group the literature under any specific disciplines. Further evidence of this can be seen from the fact that m-commerce articles are scattered across various journals in disciplines such as business, management, marketing, engineering, information technology (IT), and information systems (IS). Consequently, various online journal databases shown in Table 1 were selected and searched to provide a comprehensive bibliography on m-commerce literature. The literature search was based on the descriptor, bmobile commerceQ or bm-commerceQ. The search was also limited to peerreviewed journal articles. More than 340 articles were found in the initial search of the literature. The full text of each article was reviewed to eliminate those articles that were not actually related to mcommerce. Many of articles were excluded because they did not meet the selection criteria, described as follows: ! Considering the nature of the research field, viz., m-commerce, and the importance of being current in the field, we have only considered research articles published from 2000 and up to the end of 2003. ! Conference papers, master’s and doctoral dissertations, textbooks, and unpublished working papers were excluded, as academics and practitioners alike most often use journals to obtain

information and disseminate their research findings. represent the highest level of research, both in width and breadth [95]. ! The criteria for exclusion further applied to the articles in journals if they were editorials, news reports, and book reviews. The search yielded 149 m-commerce articles from 73 journals. Each of the 149 articles was carefully reviewed and classified into one of the five categories: (1) wireless network infrastructure, (2) mobile middleware, (3) wireless user infrastructure, (4) m-commerce theory and research, and (5) m-commerce cases and applications, as graphically depicted in Fig. 2. Although this search was not exhaustive, it serves as a comprehensive platform for understanding m-commerce research.

Definition and meaning of mobile commerce : Meaning : Mobile commerce also referered to as m commerce , is the use of wireless handheld devices such as cellular phones and laptops to conduct the commercial transactions online . m commerce transactions continue to grow and the term includes the purchase and sale of a wide range of products and services such as online banking , bill payment and information delivery . Definition : M commerce(mobile commerce ) is defined as the buying and selling of goods and services through wireless handled devices such as cellular telephones and personal digital assistants

(PDA s ) . known as next generation e commerce , mobile commerce enables users to access the internet without needing to find a place to plug in . The emerging technology behind m commmerec which is based on wireless application protocol has made far greater strides in Europe , where mobile devices equipped with web ready micro browsers are much more common than in the united states . Review literature : 1. E.W.T. Nagi, et all feb 2007, Department of management and marketing , the hong kong polytechnic university, china . A reveiew for mobile commerce research and applications , volume 43 issue 1 , February 2007, pages 3-15 . Published in journal of decision support system. Elsevier science publishers B.V.Amsterdam , Netherlands

Abstract A large number of volume of literature is available on mobile commerce , this offers potential opportunities fro further research and applications and this topic is under the development . since m commerce is still at the stage of development , a literature review of the mobile commerce with the objective of bringing the state –of-art in mobile commerce research and application will go further on the growth of mobile commerce technologies. The mobile commerce articles are presented based on the schemes that consist of five categories i.e mobile middleware , m commerce theory and research , wireless network infrastructure , m commerce applications and cases , wireless user infrastructure .

2. Shahizan Hassan ,et all 2011 System development methodology fro mobile commerce applications Publishes in international journal of mobile computing and multimedia communincations. Volume 3 , issue 4, October 2011 pg 36-52.

Abstract : Being utilized in the current systems development there are several methodologies including traditional and agile methodologies. Henceforth it can be argued that existing development methodologies may not be suitable for mobile commerce applications , as these applications are utilized in different contexts from fixed e-commerce applications. This study proposes a system development methodology for mobile commerce applications. In the plan of achieving this aim four objectives are under construction : investigating existing systems development methodologies used to develop mobile commerce applications , identifying the strengths and weaknesses of existing development methodologies , construction of a suitable methodology for mobile commerce applications and testing for its applicability.

3. Muazzan , et all 2012

Agile based development methodology for mobile commerce applications . thesis , university utara Malaysia . Vol 8 , issues9 , pg no 14-25 Abstartct : The research methodology used in the study is the design research, which include the steps of awareness of problems, development evaluation , suggestions and conclusion. The methods used to assist the mentioned research methodology include literature analysis, industry visits , semi structured interview , survey , formulative research and experimental evaluation . in this case constructive methodology is applicable as it can be used to built the intended system , mobile commerce applications and it can also be showed that the constructed methodology is practical as when it is compared to the traditional development of waterfall for more benefits to the development process .

4. Andreas amdreou , et all 2002 Cyprus university of technology Mobile commerce applications and sevices : a design and developmet approach January 2002

Abstract : Mobile commerce services and applications can be adopted through different wireless and mobile networks with the help of several mobile devices . Mobile commerce is an evolving area of e commerce , where users can interact with the service providers through a mobile and wireless network using mobile devices for information and transaction processing. However , mobile networks and devices both influences their operational performance. Hence there is a strong need fro taking into consideration those constraints in the design and development phases of mobile commerce services and applications. The identification of mobile users requirements is another important factor in designing mobile commerce services and applications .

5. Shintaro okazaki , 2005

New perspectives of mobile comerece research , januaary 2005. 31.89 kings college London .

Abstract this paper summarizes the progress and the future directions of m commerce research. Despite the rapid use of internet enabled mobile handsets , research has been undertaken only in a limited number of research areas. Important progress has been made in mobile internet ans SMS based mobile advertising adoption, but other important topics such as e commerce and m commerce comparison , mobile based word of mouth , and methodological issues have already been addressed . and further studies should explore these ideas.

6. Susy S.Chan , et all 2002 Journal of electronic commerce research , volume 3 , no 3 , 2002 pg 187 Usability of mobile commerce across multiple form factors

ABSTRACT : the present research on mobile commerce has focused on single platforms and very limited aspects of commerce activities. The exploratory study was also conducted to identify potential research questions concerning wireless solutions and to examine the usability problems for consumers in e commerce. Some methods were evaluated to have a look on the usability of ten wireless sites in three of the following platforms . WAP – enabled mobile phones, palm operating systems based wireless PDA s and pocket personal computers running windows in operating systems .

this article

provides design guidelines based on our study and examines research implications for wireless interface design. It also discusses the usability findings to user tasks , content presentation , search , navigation system and the design constraints imposed by form factors . 7. Mohamed Khalifa , et all , 2008 Explaining the adoption of traactional business to customer in mobile commerce Reference 41 , journal of enterprise information managaement , vol 21, issue 2 pg 110124 Emerald group publishing limited . Abstract: Mobile commerce is expected to experience a substantial growth. most mobile commerce applications except for a few have failed to meet expectations. In this study the authors aim to examine specific factors which are pertaining to the individual adoption of business to customer transactional mobile commerce. The technology acceptance model (TAM) and the theory planned behavior (TPB) are also developed. These models are tested with mobile device users who have not adopted mobile commerce yet. These results provide strong support for the integrative approach, shedding light on the significance and relative importance for specific technological characteristics. Such an approach presents a major advantage. 8. Anckar , et all 2002 Value creation in mobile commerce : findings from a consumer survey. Journal of information technology theory and application 4.1 pg 43-64 Abstartct : in fone 40 gallery

9. Thae min , et all . 2005 The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce , Journal of electronic commerce research 6.3 VOL. 6, NO.3, pg 165-180 august 2005

Abstract : As all are entering into an ‘always on’ society the interest in the concept of “interactivity” has increased where people can interact anywhere and at anytime. The importance of interactivity in mobile commerce environment this topic has been given little attention in the academic literature. This literature review identified the components of interactivity and investigated the impact of perceptions of interactivity on customer’s trust and transaction intentions in mobile commerce. Some results indicated that the addiction of mobile commerce of interactivity improves the model fit. Connectivity and contextual offer have a direct positive effect on transaction intentions in mobile commerce. Based on these results this review literature suggests that managerial implication on new marketing strategies , focusing on the contextual marketing communication that link online , mobile and offline environment .

10. Prashanth . C.Palvi , et all 2009 Mobile commerce adoption in china and US : a cross culture study Volume 40, Issue 4, November 2009 Pg no 43-61

Mobile communication technologies have penetrated consumer markets throughout the world. Mobile commerce is likely to make a strong influence on business activities, consumer behavior, as well as national and global markets. Thus the identification of factors that influence mobile commerce adoption has significant value. In a global context, this study identified nine factors affecting mobile commerce adoption based on published research in MIS. These factors were investigated in China and the United States, and a comparative examination was conducted. A survey was conducted on 190 individual mobile commerce users in China and USA. Results show that there are several significant differences among the antecedents and their impacts on consumer intention to use mobile commerce in the two cultural settings. The study provides a number of practical insights and informs vendors seeking to enter the Chinese and the US marketplace with specific information on user perspectives.

11. Decai Meng , et all 2008 Study on trust in mobile commerce adoption – a conceptual model Published in : electronic commerce ands ecurity ,

Print ISBN: 978-0-7695-3258-5 INSPEC Accession Number: 10182817, publisher: IEEE

Abstract: The mobile communication and wireless technology continues to grow at a substantial rate in China as well as in world, with estimates for mobile phone users in china reaching 539.37 million by the end of November 2007 (Ministry of Information Industry, PRC, 2007). Despite this growth, mobilecommerce (m-commerce) still experiences challenges on many fronts. Several studies have identified trust as a major concern for consumers to adopt m-commerce. But, gaining customer trust in mcommerce is a particularly daunting task because of its unique features. Based on previous studies, this paper proposed a conceptual model in order to examine trust and its antecedents in mcommerce. Mobile Vender Trust, Mobile Technology Trust and other traditional trust factors were seen as antecedents for m-commerce trust, which will in turn affect intention of adoption. A survey instrument was also developed for collecting data and empirically testing the proposed model.

12.Janine Joubert Jean , et all 2013 The role of trust and risk in mobile commerece adoption . International Journal of Business, Humanities and Technology Vol. 3 No. 2; February 2013 Department of Information Systems University of Cape Town Abstract South Africa holds the promise of a fast take-off in mobile commerce (Mcommerce), potentially leapfrogging the country past its low Internet

penetration. However, consumers demonstrate a lack of enthusiasm, possibly due to a lack of trust. This research investigates a model that incorporates trust and risk factors to explore adoption of M-commerce. A survey was used to test the trust model using partial least squares (PLS). The study determined that personal characteristics and influence the perceived trustworthiness of the vendor, technology and the institutional framework. Although systems-based trust influences the intention to use M-commerce services, none of the other trust types did. Risk only impacted trust (negatively) but had no direct impact on intention to adopt. Amongst early adopters, M-commerce benefits such as compatibility and image were at least as, if not more, important than trust. 13. Isaleh Alqatan , et all 2012 School of compuetr Study on success factors to enhance customer trust for mobile commerce in small and mediunm sized tourism enterprises (SMETs)- a conceptual model Journal pf theoretical and applied information technology Volume 46 No 2 , December 2012

ABSTRACT Even though mobile technologies and wireless communication are growing at a very rapid phase all over the world, still the development of mobile commerce is hindered by a lot of aspects. Researchers all over the world are actively studying on this domain to understand the factors that affect the adoption of M commerce. A lot of studies have recognized that ‘trust’ is an crucial factor that impacts the adoption of Mcommerce in a lot of domains, including the Small and Medium-sized Tourism Enterprises (SMTEs). Nevertheless it is not an easy task to make the customers to trust M-commerce for various reasons. Hence, based on previous studies, this paper has identified the factors that influence the customer’s trust of Mcommerce adoption in SMTEs. Based on the above statement, this study has proposed hypothetical model for the purpose of studying trust and its precursors such as Familiarity with M-commerce and calculationbased trust, towards the adoption of M-commerce in SMTEs

14. Osama ghaleb , et all , 2012 Adoption of mobile commerce technology : an involvement of trust and risk concerns

Published in international journal of technology diffusion Vol 3 Issue 2 , april 2012 Pg No 36-49 , yarmouk university , Jordan .

This research extended the Technology Acceptance Model TAM with perceived trust and perceived risks security and privacy concerns constructs to identify the impact of these factors on Jordanian users' intentions to adopt mobile commerce m-commerce. An empirical test was used utilizing 132 responses from students in two public universities in Jordan. Results indicated that perceived trust, perceived usefulness, and perceived ease of use are major influencers of mobile commerce adoption. On the other hand, perceived risk factors security and privacy concerns were not significant in this relation. Discussion, conclusion and future work are stated at the end of this paper.

15. Norazah Mohd Suki , et all , 2011 Labuan School of International Business & Finance, Universiti Malaysia , International Journal of Business Science and Applied Management, Volume 6, Issue 2, 2011 A structural model of customer satisfaction and trust in vendors involved in mobile commerce Abstract: The purpose of this paper is to provide an explanation of factors influencing customer satisfaction and trust in vendors involved in mobile commerce (m-commerce). The study sample consists of 200 respondents. Data were analyzed by employing structural equation modelling (SEM) supported by AMOS 5.0 with maximum likelihood estimation in order to test the proposed hypotheses. The proposed model was empirically tested and results confirmed that users’ satisfaction with vendors in mcommerce was not significantly influenced by two antecedents of the

vendor’s website quality: interactivity and customisation, and also two antecedents of mobile technology quality: usefulness and ease-of-use. Meanwhile, users’ trust towards the vendor in m-commerce is affected by users’ satisfaction with the vendor. Interestingly, vendor quality dimensions such as responsiveness and brand image influence customer satisfaction with vendors in m-commerce. Based on the findings, vendors in m-commerce should focus on the factors which generate more satisfaction and trust among customers. For vendors in general, the results can help them to better develop customer trust in m-commerce. Vendors of mcommerce can provide a more satisfying experience for customers.

16. Bin Wand , et all 2014 Underatnding the evoluntion of consumer trust in mobile commerce : a longitudinal study Information 37-49, march 2014

Abstract:

Consumer trust in mobile commerce (m-commerce) is dynamic. However, little research has examined how consumer trust in m-commerce evolves over time. Based on the extended valence theory, the self-perception theory, and the information systems expectation confirmation theory, this study examines a three-stage theoretical model of consumer trust evolution in mobile banking. We focus on the formation mechanisms of a consumer’s decision in the pre-usage stage, the feedback mechanisms of usage behavior in the usage stage, and the evaluation mechanisms in the post-usage stage. By analyzing longitudinal data collected from 332 individuals through two rounds of surveys, we find that pre-use trust has both direct and indirect influences on mobile banking usage behavior. Usage behavior provides significant feedbacks on cognitive or psychological factors, and customers’ evaluations have significant impacts on satisfaction. Satisfaction enhances post-use trust, which in turn affects future usage behavior. We also find that pre-use trust has a long term impact on post-use trust. Together, these results illustrate the dynamic process through which m-commerce consumer trust transforms.

17. Kamsuriah , et all , 2012

Study on success factors to enhance customer trust for mobile commerce in small and medium sized tourism enterprises. Journal of theoretical and applied information technology , Volume 46 , Issue 2 , Pg No 550-564 December 2012 

Abstract:Even though mobile technologies and wireless communication are growing at a very rapid phase all over the world, still the development of mobile commerce is hindered by a lot of aspects. Researchers all over the world are actively studying on this domain to understand the factors that affect the adoption of M-commerce. A lot of studies have recognized that 'trust' is an crucial factor that impacts the adoption of M-commerce in a lot of domains, including the Small and Medium-sized Tourism Enterprises (SMTEs). Nevertheless it is not an easy task to make the customers to trust M-commerce for various reasons. Hence, based on previous studies, this paper has identified the factors that influence the customer's trust of M-commerce adoption in SMTEs. Based on the above statement, this study has proposed hypothetical model for the purpose of studying trust and its precursors such as Familiarity with M-commerce and calculation-based trust, towards the adoption of M-commerce in SMTEs.

18. Muhammad Suhail Sharif 2014 , Department of economy and business administration , China The impact of psychological factors on consumers trust in adoption of mobile commerce International business research , Volume 7 , No. 5 ; 2014 Published by Canadian Science and Education

Abstract : Consumer trust plays an important role in adoption of any technology. This study targets to determine the psychological elements that affect the consumers’ trust in adoption of m-commerce. Many researchers investigate the said factors in e-commerce and online retailing, m-commerce in broad sense resembles with e-commerce but since mobile device is smaller in size so the psychological factor specifically consumer trust becomes more critical. This study focusses on partition of psychological factors that revolve around three main categories, i.e., personality-based, internal perception-based and external perception-based factors. Data is collected from 222 university students having temptation and experience of m-commerce. Subsequently, regression analysis is made in order to test the hypothesis. The research carried out on the element of psychological factors of consumers in m-commerce, reveals that among the said categories while adopting m-commerce, internal perception-based factors are the key determinants of consumer trust.

19. Shahizan Bin Hassan , et all , 2015 Measuring service quality in mobile comeerec context : a conceptual model . International journal of scientific and research publication , Volume 5, Issue 3, march 2015 School of technology management and logistics , university of utara .

Abstract- Due to the scant research in the area of m-commerce service quality, this study proposes a model for measuring the service quality of m-commerce in a commercial environment. In this study, a comprehensive analysis of the literature in the area of marketing, service quality (SQ), and information systems service quality was carried out to identify the interrelated factors that lead to the service quality of m-commerce. The various past measurement models of electronic service quality (e-SQ) were also reviewed. It was found that overall perceived service quality is determined by three dimensions, which are service quality, information quality, and system quality. The overall service quality will have an impact on customer satisfaction, which will then affect the customer behavioral intention. The study provides insights to researchers and practitioners in the area of mcommerce on the important inter-related dimensions and determinants for measuring service quality. The proposed mcommerce service quality model was developed by revising and modifying the SERVQUAL scale.

20. A.H.M. Saifullah Sadi, et all , 2011

Factors influencing the adoption of mobile commerce : an explanatory analysis Proceedings of 2011 international conference on Engineering and operations management , Malaysia jan 22-24, 2011

ABSTRACT Mobile Commerce, also known as, M-commerce is thought to be the next big phase in this technologically dependent society after E-commerce era. However, its adoption and level of use is low in Malaysia compared to others nations such as Korea, Singapore, and Japan. This study aims to identify some factors that affect the adoption of Mcommerce in Malaysia based on traditional technology models such as Theory of Reason Action (TRA), Theory of Planned Behavior (TPB),Technology Acceptance Model (TAM) and Diffusion Innovation theory (DOI). In this research, an exploratory factor analysis was conducted on different measures to identify the underlying factors influencing the adoption of M-commerce. The findings revealed that all the thirteen (13) factors were statistically significant and can affect the adoption of m-commerce.

2. Related Research 2.1 Defining Mobile Commerce Researchers have adopted a broad definition of m-commerce to explore the potential benefits of the wireless

technology.

They view m-commerce as the use of wireless technology, particularly

handheld mobile devices and mobile Internet, to facilitate transaction, information search and user task performance in consumer, business-tobusiness, and intra-enterprise communications [Chan & Fang 2001; Kannan, Chang, & Whinston 2001; Varshney & Vetter 2001].

M-commerce applications support not only transactions, but also value

added services and interaction [Lehner & Watson 2001]. The wireless technology is particularly promising for enhancing relationships with customers [Kannan et al. 2001]. Despite the claim that m-commerce would revolutionize e-commerce, its wide adoption in business enterprises has not yet occurred due to technology limitations and unclear financial viability. Among all industry sectors, the retail industry is least certain about the future of mobile solutions [Ernst and Young, Chan et al.: Usability for Mobile Commerce Across Multiple Form Factors Page 188 2001].

Consumers have shown relatively low willingness to use m-commerce, but

adopters of e-commerce are more likely to embrace m-commerce [Anckar & D’Incau 2002]. Given its latent adoption, one may consider the wireless channel as an extension of e-commerce that presents different requirements for interface design. The greatest challenge for various m-commerce applications is their usability. Even with the latest 3G phones in Japan, consumers still find usability barriers in small screen display and small buttons on these devices [Belson 2002]. 2.2 Usability Research for E-commerce Usability has received increasing attention for e-commerce due to the high cost of customer acquisition and retention for online retail sites. Usability research in this context tends to focus on site features that induce satisfactory online shopping. Formal usability studies have found that enjoyment in using the system and peergroup norms contributed to subjects' intention to use the system in the future [Henderson, Rickwood, & Roberts 1998].

Research has also found manipulation of visual design factors of the customer

interface could induce a target emotion, such as trustworthiness [Kim & Moon 1998].

The use of a combination of

navigation features (neighborhood, top, and index) to generate the optimal link structure could increase the degree of shopping pleasure

and convenience [Kim & Yoo 2000].

These studies did not validate specific usability

guidelines or address the broad range of user tasks. Usability consultants have proposed guidelines for e-commerce Web site design pertaining to category pages, checkout and registration process, product pages and user trust [Nielsen, Farrell, Snyder, & Molich 2000a, 2000b, 2000c, 2000d].

Several unpublished research papers [Rehman 2000; Hurst & Gellady

2000; Hurst & Terry 2000] also examined customer experience and suggested design guidelines for home page, navigation, categorization, product information, shopping cart, checkout and registration, and customer service. These studies focused chiefly on the online shopping experience.

Their recommendations are aimed at information-

intensive transactional Web sites. 2.3 Usability Research for Mobile Commerce Usability studies on wireless applications have centered on design constraints imposed by a bandwidth limitation and small display of handheld devices. Researchers found that directed access methods were more effective for retrieval tasks with small screen display [Jones, Marsden, Mohd-Nasir, Boone, & Buchanan 1999]. Novice WAP phone users showed better performance under two conditions: (1) when using links instead of the action screen for navigation among cards, and (2) when using lists of links instead of the selection screen for singlechoice lists [Chittaro & Cin 2001].

Automatic conversion of

HTML-based into WML (Wireless Markup Language)-based Web contents was feasible by following certain guidelines [Kaasinen, Anltonen, Kolarie, Melakoski, & Laakko 2000].

These studies did not test handheld devices based on

appropriate m-commerce tasks, and they did not validate any framework or guidelines. Many WAP usability problems resemble issues identified during the early stage of Web site development for PC computers [Ramsay & Nielsen 2000].

However, good user interface design can

alleviate some of the usability problems for WAP phone users. Drawing from their experience in developing WAP access to an information system for tourists, Colafigi, Inverardi, and Matricciani [2001] recommended several design guidelines for WAP

applications, including: (1) use short links, (2) include backward navigation on every card, (3) minimize the level of menu hierarchy, and (4) include headlines for each card.

In their usability research of

WAP phones, Buchanan, Farrant, Jones, Thimbleby, Marden, and Pazzaini [2001] identified similar design guidelines: (1) provide direct, simple access to focused valuable content, (2) use simple hierarchies, (3) reduce the amount of vertical scrolling, and (4) reduce the number of keystrokes. These studies focused solely on WAP phones. However, several studies were also undertaken on other platforms such as PDA and Pocket PC.

Buyukkokten,

Garcia-Molina, and Paepcke [2001] investigated various methods of text summarization for Web browsing on handheld devices and found that keyword/summary was the best method. Sugimoto [1999] studied single hand keys input schemes for pocket computers. Diverse form factors offer different functionalities and have different interface requirements. Studies that compare the usability issues for multiple platforms will help researchers and designers gain insights into content conversion and presentation for interface design in diverse contexts. The context in which a user accesses the wireless sites also affects usability. Kim, Kim, Lee, Chae, and Choi [2002] identified three use context factors – hand, leg, and co-location – related to different usability problems. Problems of site structure were more likely to occur when participants used wireless sites with one hand instead of two hands.

Those who accessed the wireless sites while moving rather than stopping

experienced more difficulty with site representation. Those who were stopping or were alone reported more usability problems with content. Therefore, the design of wireless applications also needs to consider the use contexts.

3. Methodology 3.1 Usability Evaluation Methods We used cognitive walkthrough and heuristic evaluation methods to evaluate the usability of wireless sites. In cognitive walkthrough, evaluators simulate novice users' walking through the interface to carry out predefined tasks,

such as searching for and purchasing a book [Warton, Rieman, Lewis, & Polson 1994]. In heuristic evaluation, expert reviewers critique each site regarding user interface and overall design in order to determine its compliance with commonly accepted design rules [Nielsen 1994].

An advantage of using expert

reviewers is that they usually can identify more usability problems.

By using both methods, we were able to identify

usability issues encountered by novice and experienced users while focusing on specific user tasks as well as design guidelines. 3.2 Form Factors The three form factors examined in this study are: WAP-enabled phones, wireless PDAs using Palm OS, and Windows CE based Pocket PCs. They reflect the most popular underlying operating system and wireless Web browsing mechanisms in the North American market. WAP contents are written in WML to optimize data transmission. Among the numerous devices and wireless services available in the market, we selected AT&T Pocket Digital Net WAP phones and Sprint PCS WAP phones for this study, so that we could test the WAP access through two services and devices. Palm OS-enabled wireless PDAs can run Web clipping applications, which do not support several common Web page features: named type faces, style sheets, image maps, frames, nested tables, scripts, applets, and cookies.

The two wireless PDAs we used were Palm VIIx and

Handspring Visor Platinum. Pocket PCs run Microsoft's Windows CE operating system, which has a GUI similar to its desktop counterpart, but lacks many features and does not support some common Web page features such as frames. We chose HP Jornada 548 for the study, which runs Pocket PC OS, an upgraded version of Windows CE.

In

general, Pocket PCs have more memory and functions, a slightly larger screen, and a higher resolution than Palm OS devices do. 3.3 Site Selection Three criteria guided our selection of wireless Web sites for this study: (1) high volume of traffic at their Internet Web sites, (2) capability of supporting WAP and Palm OS platforms, and (3) representing a broad range of consumer m-commerce activities as a set. Site traffic was determined by the number of unique visitors, published

monthly by Jupiter-Mediametrix (www.mediametrix.com), an Internet media research firm. By using the broad definition of m-commerce, we started with a large set of high traffic Web sites in five sectors – travel, retail, financial services, news, and portals. These sectors offer time-sensitive services for users of mobile devices, such as checking flight schedules and stock quotes. We then searched their Internet Web sites to determine their core services and whether they offer wireless solutions for WAP phones and Palm OS.

Few

Internet Web sites offered mobile solutions for Pocket PCs. Therefore, we accessed the selected sites on Pocket PCs by keying in regular URLs. These steps enabled us to narrow down the selection to ten wireless sites for this study: travel (Travelocity and United Air Lines), retail (Amazon and eBay), portal (Yahoo and Excite), financial services (Fidelity and E*Trade), and news (ABC News and the Wall Street Journal).

This set included both

Internet pure-plays and traditional services that extended to Internet. Together, they represented a wide range of m-commerce tasks and interfaces for review. 3.4 Procedure We conducted the research over three months during the summer of 2001. Two graduate students participated as novice users and conducted cognitive walkthroughs of predefined tasks by accessing all ten sites with three types of devices. Four experienced evaluators performed heuristic evaluations of all ten wireless sites using three handheld devices. In this study, novice users were defined as users who were naïve in the human-computer interaction field and did not have experience using any handheld devices to access wireless sites. Expert evaluators were professionals who had extensive working experiences and knowledge in the humancomputer interaction field. However, these expert evaluators were not experts at using handheld devices. User tasks for the cognitive walkthrough included: checking flight schedules and booking a flight (for travel sites), searching and buying a book (for Amazon), searching and bidding on an item (for eBay), searching a movie (for portal sites), checking stock quotes (for financial sites), and searching top news (for news sites). For heuristic

evaluations, expert evaluators examined not only these tasks but also explored other features at these sites following usability guidelines. Because of the delay in setting up WAP services, we conducted the evaluation sessions on wireless PDAs and Pocket PCs first.

All sites were reviewed category by category using

both PDAs and Pocket PCs for the same sites.

Reviews for WAP access were conducted afterwards.

Reviewers

carried out these sessions on the bus, on the train, at home, and in the office.

Because of the unsteady connection

when accessing these services in moving vehicles, we had to adjust the research plan to allow data collection in both stationary and mobile environments.

A similar experience was reported in a WAP usability study [Ramsay &

Nielsen 2000]. Each reviewer conducted all the sessions individually and documented his or her observations in written reports in a Chan et al.: Usability for Mobile Commerce Across Multiple Form Factors Page 190 consistent format. Whenever a reviewer identified a usability problem, a brief description of the problem along with the context, underlining usability guideline, and screenshot(s) were recorded. The research team met weekly to compare observations and summarize findings

With the growing power of e-commerce, and advanced wireless technologies and devices, mobile commerce, also known as m-commerce, is moving rapidly to the forefront of business activities. M-commerce can be viewed as being both a

subset, and a further development of e-commerce (Wakefield & Whitten, 2006). A new report from Experian Marketing Services shows that m-commerce is beginning to outpace e-commerce in some product categories (Montgallo, 2014). Chaffey defines m-commerce as “electronic transactions and communications conducted using mobile devices such as laptops, PDAs and mobile phones, and typically with a wireless connection” (2007, p.132). Leung and Antypas consider m-commerce as both “content delivery (notification and reporting) and transactions (purchasing and data entry) on mobile devices” (2001, p.12). To put it simply, m-commerce refers to the use of mobile devices to buy or sell products, services, or information at anytime, anywhere via a wireless network. Mcommerce is made up of different forms of commercial activities, including, mobile shopping, mobile ticketing and mobile wallets. Moreover, studies have2 shown that as retailers have launched more mobile sites, an interesting trend among consumers has been seen, where consumers have now begun to visit physical stores to research products, and later make purchases through the mobile site (MATA, 2014).

RESEARCH PURPOSE The purpose of this research is to develop a clearer understanding on the differences between m-commerce app adoption between European and Asian markets. Through applying several technology adoption and behavioral models we aim to perform research on the ways in which European and Asian consumers adopt mobile apps differently. Then through the utilization of Hofstede’s cultural dimensions, an examination into why differences occur between these two cultures will be conducted. Our research is in the field consumer behaviour, adoption behaviour of mcommerce apps and the influence of cultural differences on consumer adoption 5 behaviour. The findings from our research will provide contributions by highlighting key characteristics of European consumers that prevent or assist in the adoption of m-commerce. Moreover, identifying the aspects of Asian mcommerce app adoption behaviour that explains why m-commerce is at a high level in the Asian market. In addition, through the identification and explanation of these key characteristics and differences, m-commerce apps and adoption

strategies can be developed that will aid in raising the adoption of m-commerce apps in Europe to the level of that of the Asian market.