C2C Mobile Commerce: Acceptance Factors

C2C Mobile Commerce: Acceptance Factors

Lori N. K. Leonard (University of Tulsa, USA)
DOI: 10.4018/978-1-61520-611-7.ch076
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Abstract

C2C e-commerce is being changed by the acceptance of mobile commerce devices. However, the extent of the use of mobile devices for C2C e-commerce is affected by many factors. A model of an individual’s intention to make use of mobile devices for C2C e-commerce is presented. That model includes usefulness, ease of use, convenience, trust, and security. Propositions are developed for future research endeavors.
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Background

Mobile devices open a range of opportunities for conducting C2C e-commerce. However, determining the acceptance of mobile devices for C2C e-commerce transactions is yet to be determined. Many researchers have examined mobile commerce in terms of adoption, intent to use, and success. In this section, a few of those studies will be explored.

The intention to use and the acceptance of mobile devices has been examined. Wang, Lin, and Luarn (2006) explored the behavioral intention of users with regards to mobile commerce. Using the technology acceptance model (TAM), the theory of planned behavior (TPB), and the mobile banking acceptance model, they collected data from 258 users in Taiwan and found self efficacy, perceived financial resources, perceived usefulness, perceived ease of use, and perceived credibility to impact a users intent to use mobile services. Wu and Wang (2005) studied users’ acceptance of mobile commerce in terms of behavioral intent. Surveying users who were invoked in online banking, shopping, investing and or online services, they found perceived risk, cost, compatibility, and perceived usefulness to impact a user’s intent. Bhatti (2007) also studied mobile commerce’s acceptance by looking at behavioral intent. Collecting data from a survey of mobile commerce users, he found perceived behavioral control, perceived ease of use, and subjective norms to impact intent.

Xu and Gutierrez (2006) examined critical success factors in mobile commerce. Utilizing a Delphi panel of experts in mobile commerce and wireless communications, they found four factors to be important in mobile commerce success – convenience, ease of use, trust, and ubiquity. Jih (2007) also found convenience to be vital in shopping intention via mobile commerce.

Finally, Fang, Chan, Brzezinski, and Xu (2005-6) examined acceptance of mobile commerce with regards to intended use. They took a different approach than the previous studies by looking at task type – general, gaming, and transactional. Therefore, they developed and tested a model for each. For general tasks, perceived usefulness and perceived ease of use influenced the user’s intention to use mobile commerce. For gaming tasks, perceived playfulness influenced the user’s intention to use mobile commerce. For transactional tasks, perceived usefulness and perceived security influenced the user’s intention to use mobile commerce.

Key Terms in this Chapter

Perceived security: is the extent an individual believes a mobile device will be free of risk to conduct C2C e-commerce.

Perceived convenience: Is the extent the individual believes a mobile device will improve the simplicity of C2C e-commerce.

Perceived ease of use: is the degree to which an individual expects the information system (i.e. mobile device) to be free of effort.

Perceived trust: is defined as the confidence the user has in the mobile device being used to conduct the online transaction.

Consumer-to-consumer (C2C): e-commerce includes the use of online auctions, web forums, chat rooms, and third party consumer listings to conduct commerce transactions.

Perceived usefulness: is an individual’s expectation that the information technology (i.e. mobile device) will result in improved performance.

Mobile commerce: provides users the ability to conduct transactions anywhere, at anytime using a wireless technology device.

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