Effects of Consumer-Perceived Convenience on Shopping Intention in Mobile Commerce: An Empirical study

Effects of Consumer-Perceived Convenience on Shopping Intention in Mobile Commerce: An Empirical study

Wen-Jang ("Kenny") Jih (Middle Tennessee State University, USA)
Copyright: © 2007 |Pages: 16
DOI: 10.4018/jebr.2007100102
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Abstract

Wireless communication and Internet services are converging to provide an unprecedented level of convenience for online shopping. Although the concept of consumer-perceived convenience has been extensively discussed in marketing and consumer behavior literature, there still is a lack of empirical validation in the context of mobile commerce. This study was conducted to examine the effect of convenience on customers’ intention of shopping via their mobile communication devices. The primary data collected from college students in Taiwan were analyzed to examine the relationship between perceived convenience and shopping intention. The result shows a significant relationship between the two variables, and a positive effect of convenience perception on shopping intention. The findings have practical implications for mobile commerce strategists by providing more understanding of the mobile commerce success factors from a consumer behavior point of view.

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