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Unformatted text preview: actors to enhance sales (Cao et al., 2005). In order to satisfy internet commerce
usability expectations, the websites needs to be customized according to user interface
principles to satisfy both their sensory and functional needs (Bellman et al., 1999).
Although, lot of work has been done on website usability in e-commerce, however,
mobile commerce usability has not been explored very well. In with the aim to enhance
m-commerce experience, it is essential that the user interface issues has been 9 understood very well, such improvements will potentially boost organization
profitability and creditability (Venkatesh et al., 2003).
According to Venkatesh et al. (2003) with the aim to establish a successful mobile
commerce environment there are certain prerequisites to pursue. A simple conversion of
a successful e-commerce business into mobile commerce is not a way of success.
Therefore, a step-by-step content translation from e-commerce to m-commerce is not a
best solution. There are numerous fundamental challenges needed for transferring
websites from e-commerce to mobile commerce such as The first factor is related to the human issue connected with
the small keypads and limited display interfaces of mobile
phones; therefore, mobile commerce website designers should
offer shrunk web pages with a limited number of features on
the mobile interface rather than offering variety of features on
e-commerce websites. Second factor is that the goal is different in mobile
commerce, since the key in mobile commerce success is the
ability to present content to users in a customized fashion,
therefore, the goals mobile commerce customers wants to
achieve are different than their goals in the e-commerce
environment. Since, in mobile commerce environment goals
are often associated with a limited time (Sadeh, 2002).
Mobile commerce tends to provide services to support timecritical activities therefore designers have to leverage the
desires for specific usability aspects of mobile commerce. The third factor is associated with cultural differences, Chau
et al. (2002) has identified that while designing mobile
commerce solution the designers should consider the cultural
differences since people have been found as culturally
sensitive. The fourth important factor in mobile commerce is security
and privacy. Palen and Salzman (2002) has figure out security
as part of the advancement of usability in m-commerce. The
issue of information privacy is a growing concern from a
customer perspective as in m-commerce the world is a global
village. 10 The fifth vital factor in mobile commerce is user trust. Ozok
and Wei (2004) has identified that user trust in secure data
transmission using mobile device is considerably high, as
compare to e-commerce.
The above mention literature indicates that m-commerce (mobile commerce) usability is
still in the early stage and just few usability studies have been conducted so for. There
are no comprehensive straight guidelines and rules for m-commerce system developers
to consider usability problems in system development. As a result, an m-commerce
usability and user preference indicates that there is plenty of room for improvement.
However, the current literature also indicates that the m-commerce is certainly
promising technology, since mobile devices becoming more and more popular and more
acceptable among customers. The future of mobile technology is very promising and
bright. For that reason, our current study focuses on understanding the key principles of
WAP enabled services that can be used to develop the m-commerce usability
knowledge. 1.2.2 M-Commerce Features
According to Siau et al. (2001), there are various specific features of m-commerce that
includes WAP, these features does not available in traditional e-commerce. These
features are as following: Ubiquity: The mobile technology allow the user to access
information virtually from anywhere, it assumes that the user
is present within the cellular network area Personalization: In mobile commerce, the information is
particularly customized to meet the needs of mobile users,
since the memory capacity of the mobile hardware and
software is very limited. Flexibility: Mobile commerce offers flexibility to its users.
The mobile users enjoy the flexibility to use to conduct
transaction, send and receive messages even while the user is
engaged in another activity, for instance, while traveling or
working. Dissemination: The information originators, for example
local retailers, can use the wireless network of m-commerce
to deliver various promotional offers to some or all WAP
users that come into their cellular broadcast area. 11 1.2.3 Essential Factors of m-Commerce Acceptance
Choi et al., (2008) has list down the essential factors of m-commerce acceptance in their
study of m-commerce in Korea. They figure out that these factors have significant
impact on customer satisfaction while using m-commerce. The factors such as ease of
navigation, ease of use, content quality, perceived usefulness, and mobile portal
reliability strongly affect to decide whether the customer should revisit that mo...
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This document was uploaded on 12/31/2013.
- Fall '13
- The Land