Exploratory Insights into the M-commerce Value Proposition

B. Anckar and N. Eriksson (Finland)


Mobile commerce, consumer value, mobile services


Drawing on an analytical framework that can be used to assess the extent to which any mobile service is likely to offer customer value in comparison to stationary electronic channels, this paper offers both theoretical and empirical contributions relating to the value proposition of mobile commerce to consumers. Based on the findings from a survey conducted with a convenience sample of 113 students, we offer some early insights relating to the main reasons for consumers’ interest in different mobile services, i.e. the primary drivers for consumer adoption of m-commerce. In addition, the consumers’ interest in a number of commonly proposed mobile success applications is explored.

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