Mobile Commerce Use among UK Mobile Users Based on a Proposed Mobile Network Utilization Framework: An Experimental Approach-Part 2

Authors:
Asem Moqbel;Mirella Yani-Di-Soriano;Shumaila Yousafzai
Affiliations:
Cardiff University, UK;Cardiff University, UK;Cardiff University, UK
Venue:
International Journal of Technology Diffusion
Year:
2010

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Abstract

This paper examines UK mobile users' perceptions of m-commerce utilization. For this purpose, the study has devised a Mobile Network Utilization Model that was empirically tested in experimental settings. The empirical findings revealed strong support for the capability of the proposed utilization model in measuring the concept of Mobile Task-Technology Fit MTTF and explaining the utilization of m-commerce services among UK mobile users. In particular, the research found that MTTF and m-commerce utilization are dependent on the interactions between the key components of a wider mobile network, that is mobile devices, mobile tasks, mobile operators, as well as mobile vendors. Fifteen factors were identified as a result of such interaction and the importance of these factors in explaining MTTF and the actual utilization of m-commerce services was empirically asserted.