KISSING THE CELLPHONE: INSIGHTS ON M-COMMERCE FROM THE THEORY OF CONSUMER INVOLVEMENT

摘要

M-Commerce provides businesses and consumers with a wide array of new services. Designers of M-Commerce devices face several challenges no longer encountered in ECommerce. Standards are still emerging, broadband access is not yet widely available and user interfaces are more limited. Given these constraints, designers need to know which M-Commerce applications will provide value to customers and profit to the businesses that create them. This study will draw upon the theory of consumer involvement and explore the implications of both high product involvement and high purchase involvement in designing appropriate M-Commerce applications for both businesses and consumers.