Mobile Devices and Importance of Research
The importance of this research surrounds the manner in which mobile devices are transforming modern life — not just smartphones, but tablets, smaller laptops, integration into automobile and televisions and a commercial transaction that will top $3.2 trillion by 2017 compared to $1.5 trillion in mid-2013. This is astounding when one realizes that a sampling of consumers from some stores show that 80% of their clientele use their mobile device to do research and over 1/2 of those surveyed used their mobile device for some sort of shopping resource in April 2013 (Dishman, 2013). Since 2010, in fact, was a watershed year for merchants and the idea of increasing their presence for mobile devices; in fact merchants are increasingly looking to increase their mobile presence based on the fact that the costs are far less than many overly complex e-commerce sites (See Figure 1). (Siwicki, 2011).
While there has been a decent amount of research in the last decade or so on e-commerce, much of it has ignored the m-commerce area. The Internet mobile handset has now engendered worldwide penetration, largely due to its personal nature and sophisticated communication technologies. However, it is important to note that unlike e-commerce research, empirical research into m-commerce is still in its infancy; often reasoned due to the lack of standards in terms of concepts, theories and overall psychological paradigms that fit a scholarly approach to the data (Okki, 2005). Our approach to the research will expand the paradigm of definitions of mobile services classification that will build upon research from a 2005 attempt to classify and define the research. To completely understand m-commerce within a global perspective, for instance, we must look at the way mobile Internet services classifications that have four primary paradigmatic axes: person interactive and machine interactive (See Table 1):
Table 1 – Model for M-Commerce
(Marginally Adapted from: Nysveen, H., et al., 2005)
Acknowledging that there is an evolving amount of empirical research on m-commerce and the manner in which it can be improved, there are still several important research areas that our current project will address. While no means exhaustive, it will be an important contribution to the overall scholarly community if we look at: 1) address the fundamental question if m-commerce may be an effective alternative to e-commerce; 2) how usage differs in m-commerce in mobile devices and e-commerce in desktops; 3) difference in perceptions between m-commerce and e-commerce, and 4) are there significant cross-cultural issues in m-commerce that should be explored, evaluated and/or enhanced — particularly when dealing with push or pull-based marketing (See: Barnes, S., et al., 2002; Kleijnen, M, et al., 2004).
Barnes, S., et al. (2002). Wireless digitial advertising: nature and implication. International Journal of Advertising, 21(2), 399-420.
Dishman, L. (2013, June 27). Three Important Development for the Future of Mobile Commerce. Retrieved from Forbes.com: http://www.forbes.com/sites/lydiadishman/2013/06/27/three-important-development-for-the-future-of-mobile-commerce/
Klleijnen, M, et al. (2004). Consumer Adoption of Wireless Services: Discovering the Rules while playing the game. Journal of Interactive marketing, 18(2), 51-61.
Nysveen, H., et al. (2005). Intentions to Use Moble Services: Antecedents and Cross-Service Comparison. Journal of the Academy of marketing Science, 33(3), 330-46.
Okki, A. (2005). New Perspectives on M-Commerce Research. Journal of Electronic Commerce Research, 6(3), 160-4.
Siwicki, B. (2011, April 25). Half of reatilers say m-commerce is important to achieving strategi goals, survey says. Retrieved from Internet Retails: http://www.internetretailer.com / 2011/04/25/half-retailers-say-m-commerce-important-strategic-goals
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