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Kissing the Cellphone: Insights into M-Commerce from the Theory of Consumer Behavior

Kissing the Cellphone: Insights into M-Commerce from the Theory of Consumer Behavior. Dr. Laura Lally Hofstra University. M-Commerce. Use of wireless infrastructures to exchange information Enhance real world experiences Increase quality of decision making and productivity at work

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Kissing the Cellphone: Insights into M-Commerce from the Theory of Consumer Behavior

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  1. Kissing the Cellphone: Insights into M-Commerce from the Theory of Consumer Behavior Dr. Laura Lally Hofstra University

  2. M-Commerce • Use of wireless infrastructures to exchange information • Enhance real world experiences • Increase quality of decision making and productivity at work • Increase efficiency in the performance of routine tasks.

  3. Key questions that emerge: • What business models are suitable for mobile business and why? • What factors determine success and failure? • How should new systems be designed and developed? • How will business processes and work be affected? • How will individual and collective social behavior be affected? (Mylonopoulos and Doukidis, 2003).

  4. Challenges to M-Commerce • Standards still evolving. • Broadband not widely available. • Screens are smaller. • Battery power limited. • How do we develop successful applications?

  5. Focus on needs of user: • Focus on how technology meets the need of user. • Draws on consumer involvement theory. • Determines user interface, user interactions, and business model.

  6. High Product Involvement • Technology helps you interact with something you are passionate about, high personal relevance. • Loved ones, favorite sports teams, cars, guitars, antiques, celebrities. • Provides hedonic value just to shop. • Knowledgeable sales staff. • Enduring interest.

  7. High Purchase Involvement • Expensive, risky decision. • You use technology to improve the quality of your decision. • Buying a house, a car (for non-car enthusiasts), trading stock, doing your taxes. • Decision Support Systems

  8. Low Involvement • Routine transactions. • Neither expensive nor risky. No personal relevance. • $20 bills from ATM machine, soda from vending machines, office supplies. • Minimize effort and save time. • Transaction processing systems.

  9. E-Commerce • For High Involvement—rich multimedia features, interactivity, subscription. • For High Product—current, accurate, downloadable information, pay one time fee. • For Low Involvement—easy to use, save time and effort, fee for use/subscription.

  10. M-Commerce • For High Product—until 3G emerges, complement real world experiences. • For High Purchase—personalized, localized, accurate information. • For Low Involvement—fast, efficient, easy to use.

  11. Comparing the Types of Involvement

  12. Directions for Future Research • Empirical validation of model. • Are there two types of High Product, Passions versus Pastimes? • Pastimes—way to relax, enjoyable experience but not highly involving • Ex re-runs of Nick at Nite. Different model?

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