Factors of Impact on C2C Mobile Commerce

Factors of Impact on C2C Mobile Commerce

Lori N. K. Leonard (University of Tulsa, USA)
DOI: 10.4018/978-1-4666-9787-4.ch096

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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. Soliman and Salem (2014) studied a user’s intention to use mobile instant messenger. Surveying university students in Saudi Arabia, they found perceived usefulness, perceived ease of use, sociability, perceived self-expressiveness, and perceived enjoyment as influences. 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) 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. Jaradat and Al Rababaa (2013) also examined the acceptance of mobile commerce using a modified version of the unified theory of acceptance and use of technology (UTAUT). Surveying Jordanian consumers, they found performance expectancy, effort expectancy, and social influence to predict a consumer’s behavioral intention and acceptance of mobile commerce.

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. Zhou (2011) examined critical success factors in mobile website adoption and found many of the same influencers as Xu and Gutierrez. Additionally, Jih (2007) found convenience to be vital in shopping intention via mobile commerce.

Key Terms in this Chapter

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

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

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

Enjoyment: The awareness of holistic sensations when the individual is involved with the use of mobile devices for C2C e-commerce.

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 trust: The confidence the user has in the mobile device being used to conduct the online transaction.

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

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

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