Exploring the Key Success Factors of Mobile Commerce in Taiwan

Abstract

The increasingly high penetration rate of mobile phones indicates that mobile commerce has become the hottest issue around the world. However, in Taiwan, the adoption rate of mobile commerce still is low. Very few previous studies have explored how to influence mobile phone users to adopt mobile commerce. The purpose of this study is to identify key success factors for mobile commerce in Taiwan. In this study, we surveyed a sample of 449 users who had used mobile commerce. Through factor analysis, we identified six key factors: externality, accessibility, reliability, entertainment, reciprocity, and mobility. In addition, we used cluster analysis to explore the different types of concerns of customers. Apart from our findings, further conclusions and implications are also provided.

Factors Influencing the Behavior Intention of Mobile Commerce Service Users: An Exploratory Study in Hong Kong

“…Mobility is defined as the degree to which a system can instantly access the Internet, making the required information immediately available and services ready to use (Chiang & Liao, 2012;Ko, Kim, & Lee, 2009). Therefore the sixth hypothesis is: H6: Mobility of the system affects Hong Kong mobile phone users intention to use mobile commerce services.…”

Analysis of Consumer Confidence on Mobile Commerce in Indonesia

“…During a transaction or cash flow carried out by a mobile device, it will be categorized as mobile commerce [4]. Mobile commerce can also be interpreted as a platform where users can buy products using mobile devices connected via wireless data connections [5]. The difference between mobile shopping and mobile shopping is in customer's mobile shopping using a mobile device (mobile) while they're shopping online they can use mobile devices and stay like pc [6].…”

A Proposed Theoretical Model for Mobile Commerce Acceptance

“…Several scholars consider the network externality as a success factor of mobile commerce [23]. Ruebeck et al consider network externalities as special kinds of externalities in which one person's utility depends on the number of other people in that person's network [24], so the number of other people who choose the same mobile applications .…”

“…Several researchers consider that accessibility, immediacy, mobility, and positioning ability are the main differences between e-commerce and mobile commerce [23]. These factors may help users easily access the internet, make convenient transactions, and reduce their investments of time or effort [25] [26].…”