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Mobile Commerce Use among UK Mobile Users: An Experimental Approach Based on a Proposed Mobile Network Utilization Framework

Author

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  • Asem Moqbel

    (Cardiff University, UK)

  • Mirella Yani-De-Soriano

    (Cardiff University, UK)

  • Shumaila Yousafzai

    (Cardiff University, UK)

Abstract

In this paper, the authors examine UK mobile users’ perceptions of m-commerce utilization. For this purpose, the authors devise a Mobile Network Utilization Model empirically tested in experimental settings. The empirical findings reveal strong support for the capability of the proposed utilization model in measuring the concept of Mobile Task-Technology Fit (MTTF) and explaining the utilization of m-commerce services among UK mobile users. In particular, their research finds that MTTF and m-commerce utilization are dependent on the interactions between the key components of a wider mobile network, namely mobile users, mobile devices, mobile tasks, mobile operators, as well as mobile vendors. The authors identify 15 factors as a result of such interaction and the importance of these factors in explaining MTTF and the utilization of m-commerce services.

Suggested Citation

  • Asem Moqbel & Mirella Yani-De-Soriano & Shumaila Yousafzai, 2010. "Mobile Commerce Use among UK Mobile Users: An Experimental Approach Based on a Proposed Mobile Network Utilization Framework," International Journal of Technology Diffusion (IJTD), IGI Global, vol. 1(2), pages 1-35, April.
    • Handle: RePEc:igg:jtd000:v:1:y:2010:i:2:p:1-35
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