University of Twente Student Theses


Improvement of acceptance of mobile commerce

Siers, Koen Peter (2017) Improvement of acceptance of mobile commerce.

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Abstract:Although almost 80 percent of the people has a smartphone these days, only 10 percent of online purchases are made via smartphones. There seems to be no clear reasons given in existing literature as for why this percentage is so low. This research aims to discover the facilitating and impeding factors for the attitude of consumers towards mobile purchasing. A literature review was conducted and the factors that are extracted from various models that explain the adoption process are tested through a questionnaire. Analyzes is done after collecting data from 376 valid respondents. The findings show that, in contradiction with literature found in the literature review, ‘perceived ease of use’ of the technology acceptance model is the most critical factor for consumers to either purchase or not purchase via smartphones. In addition, security and compatibility of websites contribute to one’s attitude towards purchasing via smartphones. The results of this research are useful for companies to keep in mind when adjusting their mobile strategy, for example moving from IT-driven to business-driven. This study contributes to literature by critically analyzing previous studies and gaining alternative results with respect to previous studies. Future research should focus on the technical aspects of smartphones and websites to further influence higher adoption rates.
Item Type:Essay (Bachelor)
1915, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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