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A Literature Analysis On The Adoption of Mobile Commerce Ser
A Literature Analysis On The Adoption of Mobile Commerce Ser
Abstract
Mobile commerce has been a huge success in terms of adoption by individuals in some markets like Japan, while, surprisingly,
not as flourishing in others. Many studies have been conducted using traditional adoption models and theories (such as TAM) that
mainly focus on technology aspects. A more complete understanding of the issue requires the need to integrate three roles that mcommerce users play: as technology users, network members and consumers. In this study, we review existing literature on
individuals voluntary adoption of mobile commerce services to highlight the adequacy/inadequacy of previous studies coverage of
these three roles. We observe that there is a lack of a complete understanding of mobile commerce adoption in the current literature.
Several implications for future research and practice are discussed.
Keywords: Mobile commerce; Adoption; Individuals; Mobile services; Technology acceptance; TAM; Consumer; Customer;
Network
1. Introduction
Mobile commerce or m-commerce is defined as any
direct or indirect transaction with a potential monetary
value conducted via wireless telecommunication
networks (Wu and Wang 2005). Using mobile services,
users
can
send/receive
emails,
download
music/graphics/animations, shop for goods and services,
play interactive online games, trade stocks, book tickets,
find friends, conduct financial and banking transactions
and so on. One of the main benefits of using mcommerce services is the ability to carry out tasks
anywhere, anytime. Given such uniqueness, mobile
commerce has been a huge success in some markets
such as Japan. However, interestingly this innovation
has not been as flourishing in other markets such as the
USA and Australia(Oh, Yang et al. 2006; Government
2007; Kurnia, Lee et al. 2007).
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Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230
Technology User
Consumer
Network Member
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Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230
As a result of all the above, focusing on mcommerce adopters as technology users results in
omitting a great deal of factors related to the other two
roles. Unless consideration is given by researchers to all
three roles, the recommendations, advice and practical
implications provided by research to mobile
stakeholders will be incomplete and inadequate.
3. Research Boundaries and Approach of the MetaAnalysis
During the past few years, mobile commerce
adoption research has grown dramatically. A large
number of studies have covered the topic from different
angles and tens more studies are added to the literature
every year. The following review is by no means
exhaustive, it aims to highlight to researchers and
practitioners how the research has been progressing and
build a ground on which future research can be directed.
The review is guided by relevance to the three roles
explained in section 2.
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Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230
Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230
Status
Widely explored
Rarely explored
Unexplored
Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230
Finally,
while
conceptual
studies
add
acknowledgeable contributions to the current literature,
more empirical studies are needed. This review joins
previous calls for more empirical tests in the mcommerce area in order to come up with more reliable
and practical recommendations for relevant stakeholders
(Okazaki 2005; Scornavacca, Barnes et al. 2006). On
another side, there is also a need to extend such efforts
to cross-national and cross-cultural scales (Harris, Rettie
et al. 2005). There have been some attempts on this path
(see for example, (Frank 2001), (Fife and Pereira 2005))
but these are still scarce. The need for such studies
arises given the fact that existing one-culture onesample empirical studies are context and sample
dependent which makes them hard to generalize. For
greater insights, interested researchers from various
countries should work together on validating and testing
existing and new models in their respective cultures.
Such comparative studies would highly help and
develop the research area as well as assist national and
multinational corporations in the market to better
customize their efforts and strategies.
Third, the majority of studies on adoption of mcommerce services by individuals investigated adoption
decisions are cross-sectional and therefore are limited to
a certain point of time. However, very few, if any,
studies have investigated how reactions of individuals
change over time (Wang, Lin et al. 2006), (Knutsen,
Constantiou et al. 2005). Such longitudinal research in
m-commerce will help determine which factors of
adoption are more salient than others. For example, (Wu
and Wang 2005) found that ease of use does not have a
significant effect on intentions to use m-commerce.
They explained this finding postulating that consumers
change their ease of use perceptions about a specific
system over time as they become more familiar with the
system. This indicates that time has an effect on the
significance people give to each adoption factor or
determinant. Longitudinal adoption studies that pay
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Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230
Enjoyment, playfulness
Example studies
(Pedersen and Nysveen 2002; Yu, Liu
et al. 2003; Yang, Chatterjee et al.
2004; Cheong and Park 2005; Knutsen,
Constantiou et al. 2005; Dickinger,
Arami et al. 2006)
(Pedersen and Nysveen 2002; Kim,
Chan et al. 2005; Nysveen, Pedersen et
al. 2005; Nysveen, Pedersen et al.
2005; Dickinger, Arami et al. 2006)
(Pedersen and Nysveen 2002; Harris,
Rettie et al. 2005; Nysveen, Pedersen et
al. 2005)
Tech
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Personal innovativeness
Comments
Perspectives/roles
Net
Cons
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
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Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230
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