A Framework for the Study of Customer Interface Design for Mobile Commerce

The rapid growth of mobile telephony has fueled the expansion of the mobile Internet as a foundation for mobile commerce. Proponents claim that mobile commerce will surpass electronic commerce in growth and scope, but there is as yet no commonly accepted framework for the study of interface design for mobile commerce. Using Rayport and Jaworski's 7C's--the seven design elements of a customer interface (context, content, community, customization, communication, connection, and commerce) --as a reference framework, interfaces for mobile commerce and electronic commerce are compared. Two new elements (2M's) are identified: mobile setting and mobile device constraints. These 2M's substantially affect the design of each of the 7C's. Therefore, the 2M's and 7C's are proposed as a new framework for mobile commerce interfaces. Based on this, previous research is analyzed and suggestions for future research are generated.

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