Title: The role of involvement and experience with electronic commerce in shaping attitudes and intentions toward mobile commerce

Authors: Esther Swilley, Ronald E. Goldsmith

Addresses: Department of Marketing, College of Business Administration, Kansas State University, 201A Calvin Hall, Manhattan, KS 66506-0506, USA. ' Florida State University, College of Business, P.O. Box 3061110, Tallahassee, FL 32306-1110, USA

Abstract: The spread of handheld wireless devices gives firms new opportunities to transact business with customers through mobile technology, also referred to as mobile commerce. This paper describes a study of the antecedents of attitudes toward, and intentions to use, mobile commerce. We used data from 296 US student consumers to test our model. The results showed that experience with e-commerce positively influences consumers| perceived involvement with mobile commerce and their assessments of its perceived usefulness and perceived ease of use. These factors lead to positive attitudes toward, and positive intentions to use, mobile commerce.

Keywords: mobile commerce; electronic commerce; m-commerce; e-commerce; technology acceptance model; TAM; consumer involvement; internet marketing; internet retailing; electronic marketing; electronic retailing; etailing; online retailing; online marketing; handheld devices; wireless networks; consumer perceptions; usefulness; ease of use.

DOI: 10.1504/IJEMR.2007.014850

International Journal of Electronic Marketing and Retailing, 2007 Vol.1 No.4, pp.370 - 384

Available online: 12 Aug 2007 *

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