Effects of Consumer-Perceived Convenience on Shopping Intention in Mobile Commerce

Abstract

Wireless communication and Internet services are converging to provide an unprecedented level of convenience for online shopping. Although the concept of consumer-perceived convenience has been extensively discussed in marketing and consumer behavior literature, there still is a lack of empirical validation in the context of mobile commerce. This study was conducted to examine the effect of convenience on customers’ intention of shopping via their mobile communication devices. The primary data collected from college students in Taiwan were analyzed to examine the relationship between perceived convenience and shopping intention. The result shows a significant relationship between the two variables, and a positive effect of convenience perception on shopping intention. The findings have practical implications for mobile commerce strategists by providing more understanding of the mobile commerce success factors from a consumer behavior point of view.

The Influence of Situation-Dependent Factors on Mobile Shopping Usage

“…For instance, it might be that an individual reads about a particular product on a mobile device. Then it is likely that this task leads to a connected mobile shopping activity as it is more convenient for the user to proceed with the same device [44,45].…”

The Antecedents of Consumers’ Negative Attitudes Toward SMS Advertising: A Theoretical Framework and Empirical Study

“…Yet as current investigators in this field of analysis concur, a gap still exists on this topic (e.g., Barnes et al 2005;Lee, Tsai, and Jih 2006;Jih 2007;Hong et al 2008;Barutcu 2008;Mir 2011). Most of the recent research has focused on the antecedents that stimulate positive attitudes toward the ads; as a result, a gap exists concerning the antecedents that create negative attitudes toward SMS advertising.…”

Exploring demographic differences in the adoption of mobile money: M-PESA in Kenya

“…Systematic empirical investigation to support theory building in m-marketing is limited (Jih, 2007). More problematic, Leppaniemi et al (2006) and Balasubramanian et al (2002) contend that there is no conceptual agreement about the definition of m-marketing.…”

“…More problematic, Leppaniemi et al (2006) and Balasubramanian et al (2002) contend that there is no conceptual agreement about the definition of m-marketing. Adapting a definition offered by Jih (2007) provides a foundation on which to build a unified definition of m-marketing: m-marketing may be defined as the use of wireless communications networking technology as the primary interaction vehicle between buyers and sellers. Mobile commerce, or m-commerce, is the use of wireless communications technology to facilitate the sale of goods or services via mobile devices.…”