Value of Mobile Commerce to Customers

Advances in wireless technology have stimulated rapid developments in electronic commerce via the use of mobile devices. This research studies the values of mobile commerce using a qualitative means-ends approach, called Value-Focused Thinking. We interviewed 30 subjects and captured their values of mobile commerce. The relationships among these values were illustrated using a means-ends objective network. For researchers, this research contributes to our understanding of mobile commerce and provides a foundation for future research. For practitioners, the results of this research highlight the concerns and issues of customers, and are valuable for strategy formulation in mobile commerce.

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