Mobile Commerce Use among UK Mobile Users: An Experimental Approach Based on a Proposed Mobile Network Utilization Framework

Asem Moqbel, Mirella Yani- De-Soriano and Shumaila Yousafzai
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Asem Moqbel: Cardiff University, UK
Mirella Yani- De-Soriano: Cardiff University, UK
Shumaila Yousafzai: Cardiff University, UK

International Journal of Technology Diffusion (IJTD), 2010, vol. 1, issue 2, 1-35

Abstract: In this paper, the authors examine UK mobile users’ perceptions of m-commerce utilization. For this purpose, the authors devise a Mobile Network Utilization Model empirically tested in experimental settings. The empirical findings reveal strong support for the capability of the proposed utilization model in measuring the concept of Mobile Task-Technology Fit (MTTF) and explaining the utilization of m-commerce services among UK mobile users. In particular, their research finds that MTTF and m-commerce utilization are dependent on the interactions between the key components of a wider mobile network, namely mobile users, mobile devices, mobile tasks, mobile operators, as well as mobile vendors. The authors identify 15 factors as a result of such interaction and the importance of these factors in explaining MTTF and the utilization of m-commerce services.

Date: 2010
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