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Study on Influencing Factor Analysis and Application of Consumer Mobile Commerce Acceptance

  • Gaoguang Li
  • Tingjie Lv
Conference paper
Part of the IFIP International Federation for Information Processing book series (IFIPAICT, volume 252)

Abstract

Mobile commerce (MC) refers to e-commerce activities carried out using a mobile device such as a phone or PDA. With new technology, MC will be rapidly growing in the near future. At the present time, what factors making consumer accept MC and what MC applications are acceptable by consumers are two of hot issues both for MC providers and f or MC researchers. This study presents a proposed MC acceptance model that integrates perceived playfulness, perceived risk and cost into the TAM to study which factors affect consumer MC acceptance. The proposed model includes five variables, namely perceived risk, cost, perceived usefulness, perceived playfulness, perceived ease of use, perceived playfulness. Then, using analytic hierarchy process (AHP) to calculate weight of criteria involved in proposed model. Finally, the study utilizes fuzzy comprehensive evaluation method to evaluate MC applications accepted possibility, and then a MC application is empirically tested using data collected from a survey of MC consumers.

Keywords

Analytic Hierarchy Process Behavioral Intention Technology Acceptance Model Judgment Matrix Mobile Commerce 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© IFIP International Federation for Information Processing 2007

Authors and Affiliations

  • Gaoguang Li
    • 1
  • Tingjie Lv
    • 1
  1. 1.School of Economics and ManagementBeijing University of Posts and TelecommunicationsBeijingP.R. China

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