Value of Mobile Commerce to Customers

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.

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Researcher Information

	Siau, Keng L Edwin J. Faulkner Professor Expertise: Systems Analysis and Design Design Science Web 2.0, Virtual World, and 3-D Web Supply Chain Integration and Management Electronic, Mobile, and Ubiquitous Commerce Management CBA 255 P.O. Box 880491 University of Nebraska-Lincoln Lincoln, NE 68588-0491, USA Phone: (402) 472-3078 Fax: (402) 472-5855 ksiau@unl.edu	Siau, Keng L	Management
	Nah, Fiona Fui-Hoon Professor of Management in Information Systems Expertise: Information Systems Human-Computer Interaction Electronic, Mobile, and Ubiquitous Commerce Web 2.0, Virtual World, and 3-D Web Management CBA 267 P.O. Box 880491 University of Nebraska-Lincoln Lincoln, NE 68588-0491, USA Phone: (402) 472-6060 Fax: (402) 472-5855 fnah@unlnotes.unl.edu	Nah, Fiona Fui-Hoon	Management