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Adoption of Mobile Commerce Services by Individuals: A Meta-Analysis of The Literature
Adoption of Mobile Commerce Services by Individuals: A Meta-Analysis of The Literature
Adoption of Mobile Commerce Services by Individuals: A Meta-Analysis of The Literature
Yousuf S. AlHinai
Department of Information
Systems
The University of Melbourne
yalhinai@squ.edu.om
Sherah Kurnia
Department of Information
Systems
The University of Melbourne
sherahk@unimelb.edu.au
Abstract
Mobile commerce has been a huge success in
terms of individuals adoption 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
m-commerce users play: as technology users,
network members and as 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.
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 [1]. 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 m-commerce 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.
Robert B. Johnston
Department of Information
Systems
The University of Melbourne
robertj@unimelb.edu.au
[6, 7, 16-19]
beliefs, others
recommendations)
Triability, exposure to
service through
marketing
[21-23]
[10, 24]
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Understanding Mobile Commerce End-User Adoption: