Title: Mobile commerce and electronic commerce in Thailand: a value space analysis

Authors: Ranjan B. Kini, Somboon Thanarithiporn

Addresses: Indiana University Northwest, 3400 Broadway, School of Business and Economics, IN-46408, USA. ' Bangkok University, Graduate School, 40/4 Rama 4 Road, Bangkok-10110, Thailand

Abstract: Mobile commerce, a subset of e-commerce, conducted through mobile devices using wireless telecommunications network is poised to change the market place globally. According to Jupiter Research, Mobile commerce (m-commerce) industry is expected to be 22 billion USD globally. In Thailand, users seem to believe that general content such as news, weather and sports should be low-cost or free. However, innovative pricing schemes and services are expected to attract more users. Thus, the understanding of the value space between e-commerce and m-commerce is becoming important, so innovative services can be targeted to attract more users towards m-commerce. In this paper, the authors have attempted to identify and understand the adoption issues and value space between e-commerce and m-commerce in Thailand, by primarily surveying students from a private university in Bangkok. In this study, we have been able to identify that ||ubiquity|| or ||everywhere available|| value drives the adoption and usage of mobile device as theorised in earlier research.

Keywords: mobile commerce; electronic commerce; wireless commerce; mobile commerce value space; mobile commerce adoption; m-commerce; mobile communications.

DOI: 10.1504/IJMC.2004.004485

International Journal of Mobile Communications, 2004 Vol.2 No.1, pp.22 - 37

Published online: 10 May 2004 *

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