Advances in wireless technology have stimulated rapid developments in electronic commerce via the use of mobile devices. This research studies the values of mobile commerce using a qualitative means-ends approach, called Value-Focused Thinking. We interviewed 30 subjects and captured their values of mobile commerce. The relationships among these values were illustrated using a means-ends objective network. For researchers, this research contributes to our understanding of mobile commerce and provides a foundation for future research. For ractitioners, the results of this research highlight the concerns and issues of customers, and are valuable for strategy formulation in mobile commerce.