Predictors of online buying behavior
Communications of the ACM
From the user interface to the consumer interface: results from a global experiment
International Journal of Human-Computer Studies
E Marketing
Electronic Commerce 2002: A Managerial Perspective
Electronic Commerce 2002: A Managerial Perspective
Configuring the Mobile User: Sociological and Industry Views
Personal and Ubiquitous Computing
The mobile commerce value chain: analysis and future developments
International Journal of Information Management: The Journal for Information Professionals
Emerging customer trends towards mobile music services
ICEC '04 Proceedings of the 6th international conference on Electronic commerce
A review for mobile commerce research and applications
Decision Support Systems
Barriers and drivers in the adoption of current and future mobile services in Finland
Telematics and Informatics
Models for financial services firms in developing countries based upon mobile commerce
International Journal of Electronic Finance
International Journal of Mobile Communications
Unveiling managers' perceptions of the critical success factors for SMS based campaigns
International Journal of Mobile Communications
Utility-based design of mobile ticketing applications a conjoint-analytical approach
International Journal of Mobile Communications
Evaluating the technological characteristics and trust affecting mobile device usage
International Journal of Mobile Communications
Adoption of 3G+ services in Finland
International Journal of Mobile Communications
Exploring perceptions and use of mobile services: user differences in an advancing market
International Journal of Mobile Communications
International Journal of Mobile Communications
The effectiveness of targeted mobile advertising in selling mobile services: an empirical study
International Journal of Mobile Communications
International Journal of Mobile Communications
Global connectivity through wireless network technology: a possible solution for poor countries
International Journal of Mobile Communications
Key issues for the design and development of mobile commerce services and applications
International Journal of Mobile Communications
A mobile agent protected scheme using pairing-based cryptosystems
International Journal of Mobile Communications
Mobile telephony and broadcasting: are they compatible for consumers
International Journal of Mobile Communications
On the usability of mobile commerce
International Journal of Mobile Communications
Mobile commerce: its market analyses
International Journal of Mobile Communications
Gender and student-status differences in cellular telephone use
International Journal of Mobile Communications
Wireless in the enterprise: requirements, solutions and research directions
International Journal of Mobile Communications
International Journal of Mobile Communications
International Journal of Mobile Communications
The key success to mobile internet in the Middle East: wireless set to take the lead
International Journal of Business Information Systems
Drivers and moderators of consumer behaviour in the multiple use of mobile phones
International Journal of Mobile Communications
Analysis of users and non-users of smartphone applications
Telematics and Informatics
The vision of ubiquitous media services: how close are we?
Proceedings of the 2007 conference on Human interface: Part II
International Journal of Mobile Communications
International Journal of Mobile Communications
Understanding the acceptance of mobile university services: an empirical analysis
International Journal of Mobile Learning and Organisation
Investigating customer adoption behaviours in Mobile Financial Services
International Journal of Mobile Communications
International Journal of Information Management: The Journal for Information Professionals
Explore dependency syndrome on mobile phone user
International Journal of Mobile Communications
An attitude-based latent class segmentation analysis of mobile phone users
Telematics and Informatics
Hi-index | 0.00 |
The changing role of mobile communications is reflected in the increasing use of mobile devices for e-commerce purposes. Supported by the penetration of mobile devices and the evolution of mobile technologies, mobile commerce promises to change the way certain business-to-consumer (B2C) activities are conducted. Focusing on B2C markets, this paper underlines the critical role of consumer behaviour research in mobile commerce and investigates, through an exploratory research approach, the critical success factors towards mobile commerce diffusion. To that end, an online consumer survey ran in three European countries (Finland, Germany and Greece). The results showed that mobile commerce (m-commerce) penetration in Europe is in its infancy. In addition, significant differences regarding consumer attitudes towards mobile commerce were observed among the countries investigated. Lower prices, improved security, improved devices and effective customer support, proved to be the critical success factors towards accelerating m-commerce consumer adoption. It is concluded that the customisation of the marketing mix to the specific characteristics of each target market is a key success factor for mobile operators in Europe.