Do Mobile Commerce and Electronic Commerce Mean Differently?

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题名:	Do Mobile Commerce and Electronic Commerce Mean Differently?
作者:	黃碧聰
关键词:	Mobile commerce (MC);electronic commerce (EC);echnology acceptance model (TAM).
日期:	2007/02
上传时间:	2011-09-05T05:39:04Z
摘要:	While mobile technologies are gradually utilized as the wide spread of electronic commerce (EC) applications, the growth of mobile commerce (MC) is not so rapid as that of EC. Consequently, this study investigated whether MC can be appropriately projected and developed by adopting the business models of EC. We explored through the viewpoint of users, and regarded the technology acceptance model (TAM) as the research basis. By considering the key features of MC, this study proposed three antecedents of TAM - local independence, time critical, and personalization - to examine the applicability of the extended TAM in EC and MC contexts. Data was collected from a survey on 261 respondents, and was analyzed by structural equation modeling (SEM) techniques. According to our results, the extended TAM performed well in predicting users' perceptions and intentions in both EC and MC contexts. Meanwhile, the results showed that users indeed recognized the differences between MC and EC. However, the value of MC on location independence was not perceived by users. This finding implied that MC vendors should adopt different, or more creative, practices in developing and marketing MC applications, particularly location-based services.
關聯:	經國學報第二十五期:087-100
显示于类别:	[經國學報(19-38期)] 經國學報25期

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