Service Features, Customer Convenience, and Shopping Intention in the Context of Mobile Commerce

Service Features, Customer Convenience, and Shopping Intention in the Context of Mobile Commerce

Wen-Jang (Kenny) Jih (Middle Tennessee State University, USA)
Copyright: © 2009 |Pages: 17
DOI: 10.4018/978-1-59904-978-6.ch009
OnDemand PDF Download:
$30.00
List Price: $37.50

Abstract

Technological advancements in Wireless communication and Internet capabilities are rapidly converging to provide an unprecedented level of convenience for online shopping. Despite much discussion regarding the unique capabilities of mobile commerce in supporting online shopping via unprecedented convenience, the relationship between mobile commerce service features and convenience perception remains an unanswered issue from both the vendor and customer points of view. Although the concept of consumer-perceived convenience has been extensively discussed in marketing and consumer behavior literature, in the context of mobile commerce, however, these discussions are subject to systematic validation with empirical data to be convincing. This study conducted a field survey to investigate how mobile commerce service features and customer perception of convenience are correlated. It also examined the effect of convenience on customers’ intention of shopping via their mobile communication devices. The primary data collected in Taiwan were used in the analysis. It was found the service features and customer convenience perceptions are significantly correlated. It also showed a significant relationship between the convenience perception and shopping intention. Further, there was a positive effect of convenience perception on shopping intention. The findings may have practical implications for mobile commerce strategists by providing more understanding of the mobile commerce success factors from a consumer behavior point of view.

Complete Chapter List

Search this Book:
Reset