An empirical comparison of consumer usability preferences in online shopping using stationary and mobile devices: results from a college student population

Authors:
A. Ant Ozok;June Wei
Affiliations:
Department of Information Systems, University of Maryland, Baltimore, USA 21250;Department of Management/Management Information Systems, University of West Florida, Pensacola, USA 32514
Venue:
Electronic Commerce Research
Year:
2010

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Abstract

To determine the differences in user preferences between electronic and mobile commerce in consumer shopping, a 25-item survey concerning usability aspects of the two media was implemented on one hundred and eighteen college e-shoppers with experience in mobile devices. The Mobile Commerce Comparison Survey (MCCS) had four validated comparison factors: human factors-related, interface features, product-, and service-related factor. The comparison concludes that usability issues are perceived to be behind in m-commerce, and that m-commerce should be a shopping medium complementary to classic e-commerce rather than a direct alternative to it. Future studies may include empirical usability experiments for m-commerce tasks.