University of Tasmania
whole_WongRyanYickLam2004_thesis.pdf (3.59 MB)

An overview of mobile commerce from a Tasmanian end users perspective

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posted on 2023-05-27, 13:10 authored by Wong, RYL
As society has progressed into the 21st Century, conducting business via the Internet has become a common practice for many people. With the rapid innovation and advancement of mobile communication technology and the forthcoming third generation (3G) mobile network, a new way to conduct and deliver products and services has evolved. The concept known as mobile commerce (m-commerce) is now gaining more attention from both the IS research community as well as business organisations on a worldwide basis. However, at present there is only a limited understanding of how to promote the uptake of (m-commerce by end users. From a review of the literature it became apparent that there is a considerable body of know ledge in relation to m-commerce adoption from a perspective of end users as technology end users. However, it also became evident that the issue of the adoption of m-commerce from a perspective of end users as consumers has been largely ignored by IS researchers. In addition, the results of research that has focussed on the barriers and values related to m-commerce from an end user perspective have generally been inconclusive. In response the objective of the research presented in this thesis is to gain a '-better understanding from an end user consumer perspective, of the adoption of m-commerce. This research represents an exploratory study based on the general population in Tasmania, the island state of Australia. It was based on a quantitative approach with questionnaires administered to 300 people selected at random from the three Telstra telephone directories applicable in this state. The major findings of this research have identified the services where end users as consumers are more likely to adopt m-commerce. It has also identified that efficiency and mobility were the key value dimensions viewed by the respondents as most important in m-commerce. Even though the respondents expressed a willingness to use m-commerce, paradoxically they indicated a preference to use the services via a stationary PC in a fixed setting such as at home and at work. Among these respondents the difficulty inputting text data and perceived high usage cost were identified as keys barrier for end-user adoption of m-commerce. The findings were compared with research conducted in Finland. This provided an opportunity to consider the situation in Tasmania with respect to m-commerce adoption against that in a highly technologically advanced country. It is proposed that this research has made contributions to both knowledge and practice in relation to the adoption of m-commerce from all. end user as consumer perspective. Finally, based on the experience of conducting this research opportunities or future research were proposed.


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Thesis (MIS)--University of Tasmania, 2004. Includes bibliographical references

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