The attraction of personalized service for users in mobile commerce: an empirical study
01 Dec 2002-Sigecom Exchanges (ACM)-Vol. 3, Iss: 4, pp 10-18
TL;DR: In this paper, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers, and the dependent variable is the service subscribers' intention to switch to a new service provider with personalized services.
Abstract: There has been a notable increase in consumer use of mobile applications. Consumers begin to adopt mobile commerce applications. In response, firms have been investing billions of dollars in order to enhance the hardware and software platforms for mobile commerce. Consequently, with such large investments, firms are highly motivated to attract new clients and retain their old customers. In the present study, the strategic parameters have been studied in order to determine the ways in which mobile service providers acquire new customers. For the purpose of analysis, the dependent variable is the service subscribers' intention to switch to a new service provider with personalized services. Four main constructs have been studied - the amount and the perceived usefulness of general advertisements, the perceived usefulness and privacy issues about personalized advertisements. This empirical study indicates that all four constructs are significant in affecting the decision by subscribers to change to a new mobile service provider.
TL;DR: The extended TAM model is successfully extended in the context of mobile commerce by incorporating one trust‐based construct (trust), one behavioural control construct (perceived financial cost) and one subjective norm construct (SI) to provide a greater understanding of user acceptance of mobile Commerce in Malaysia.
Abstract: – This study aims to empirically examine the factors that affect the consumer intention to use (IU) mobile commerce (m‐commerce) in Malaysia. The five factors examined in this study are perceived usefulness (PU), perceived ease‐of‐use (PEOU), social influence (SI), perceived cost and trust., – The study sample consists of 222 respondents with a response rate of 84.09 per cent. Data were analyzed by employing correlation and multiple regression analysis., – The findings revealed that PU, SI, perceived financial cost and trust are positively associated with consumer IU m‐commerce in Malaysia. In addition, PEOU and trust were found to have an insignificant effect on consumer IU m‐commerce in Malaysia., – The generalizability of the findings is limited as the study focuses only on Malaysia., – Based on the findings, companies involved in m‐commerce should focus on improving the usefulness of the system, trust (i.e. security and privacy protection) and reducing the cost of m‐commerce services to improve the adoption of m‐commerce., – The findings made a contribution in terms of allowing us to understand the factors that can contribute to the adoption of mobile commerce. This study successfully extend the TAM model in the context of mobile commerce by incorporating one trust‐based construct (trust), one behavioural control construct (perceived financial cost) and one subjective norm construct (SI). This extended TAM model provides a greater understanding of user acceptance of mobile commerce in Malaysia.
••11 Jul 2007
TL;DR: A map-based personalized recommendation system which reflects user's preference modeled by Bayesian Networks (BN) and infers the most preferred item to provide an appropriate service by displaying onto the mini map.
Abstract: As wireless communication advances, research on location-based services using mobile devices has attracted interest, which provides information and services related to user's physical location. As increasing information and services, it becomes difficult to find a proper service that reflects the individual preference at proper time. Due to the small screen of mobile devices and insufficiency of resources, personalized services and convenient user interface might be useful. In this paper, we propose a map-based personalized recommendation system which reflects user's preference modeled by Bayesian Networks (BN). The structure of BN is built by an expert while the parameter is learned from the dataset. The proposed system collects context information, location, time, weather, and user request from the mobile device and infers the most preferred item to provide an appropriate service by displaying onto the mini map.
TL;DR: In this paper, the authors present initial consumer evaluations of mobile location-based advertising (LBA), a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones.
Abstract: The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers. This article presents initial consumer evaluations of mobile location-based advertising (LBA). LBA is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones. We use an experimental setting to test the effects of LBA characteristics on privacy concerns about location tracking, perceived benefits, value, and intentions to try LBA. LBA was described as a free, opt-in service from cell phone service providers. Results indicate that privacy concerns are high, and perceived benefits and value of LBA are low. LBA was relatively more effective when it becomes available upon explicit request by the consumer than when consumers are alerted to location-specific advertising or promotions for preferred product categories relevant to a...
TL;DR: Chinese consumers' m-commerce continuance usage intentions are examined by extending the Expectations-Confirmation Model by adding variables such as perceived ease of use, perceived enjoyment, trust and perceived cost to the traditional ECM.
Abstract: Advancements in wireless communications have increased the number of people using mobile devices and have accelerated the growth of mobile commerce (m-commerce). This research aims to examine Chinese consumers' m-commerce continuance usage intentions by extending the Expectations-Confirmation Model (ECM). Additional variables such as perceived ease of use, perceived enjoyment, trust and perceived cost were added to the traditional ECM. Data was collected from 410 consumers who had prior experience using m-commerce. Structural equation modelling was applied to examine the proposed research model. The results showed that satisfaction, perceived usefulness, perceived ease of use, perceived enjoyment, perceived cost and trust have significant influence on consumers' m-commerce continuance intentions. This research confirms the need to extend the traditional ECM when studying technology such as m-commerce. The results of this study will be useful for telecommunications and m-commerce companies in formulating s...
••01 Feb 2009
TL;DR: This paper presents the design and implementation issues of a “mobile tourism” research prototype, which brings together the main assets of the two aforementioned approaches, and enables the creation of portable tourist applications with rich content that matches user preferences.
Abstract: "Mobile tourism" represents a relatively new trend in the field of tourism and involves the use of mobile devices as electronic tourist guides. While much of the underlying technology is already available, there are still open challenges with respect to design, usability, portability, functionality and implementation aspects. Most existing "mobile tourism" solutions either represent of-the-shelf applications with rigidly defined content or involve portable devices with networking capabilities that access tourist content with the requirement of constant airtime, i.e., continuous wireless network coverage. This paper presents the design and implementation issues of a "mobile tourism" research prototype, which brings together the main assets of the two aforementioned approaches. Namely, it enables the creation of portable tourist applications with rich content that matches user preferences. The users may download these personalized applications (optimized for their specific device's model) either directly to their mobile device or first to a PC and then to a mobile terminal (through infrared or bluetooth). Thereafter, network coverage is not further required as the applications execute in standalone mode and may be updated when the user returns online. The dynamically created tourist applications also incorporate a "push model", wherein new tourist content is forwarded to the mobile terminal with minimal user intervention as soon as it is added or updated by the administrator. Our prototype has been developed on the top of Java 2 Micro Edition (J2ME) which offers an ideal platform for the development of full-fledged, interactive and portable applications tailored for resource-constrained mobile devices. The paper presents our development experiences with J2ME and highlights its main advantages and shortcomings in relation to the implementation of such kind of applications. Finally, an empirical evaluation of user experience with the mobile application prototype is presented.
TL;DR: In this article, the authors developed and validated new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance.
Abstract: Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
TL;DR: This transmutability of the validation matrix argues for the comparisons within the heteromethod block as the most generally relevant validation data, and illustrates the potential interchangeability of trait and method components.
Abstract: Content Memory (Learning Ability) As Comprehension 82 Vocabulary Cs .30 ( ) .23 .31 ( ) .31 .31 .35 ( ) .29 .48 .35 .38 ( ) .30 .40 .47 .58 .48 ( ) As judged against these latter values, comprehension (.48) and vocabulary (.47), but not memory (.31), show some specific validity. This transmutability of the validation matrix argues for the comparisons within the heteromethod block as the most generally relevant validation data, and illustrates the potential interchangeability of trait and method components. Some of the correlations in Chi's (1937) prodigious study of halo effect in ratings are appropriate to a multitrait-multimethod matrix in which each rater might be regarded as representing a different method. While the published report does not make these available in detail because it employs averaged values, it is apparent from a comparison of his Tables IV and VIII that the ratings generally failed to meet the requirement that ratings of the same trait by different raters should correlate higher than ratings of different traits by the same rater. Validity is shown to the extent that of the correlations in the heteromethod block, those in the validity diagonal are higher than the average heteromethod-heterotrait values. A conspicuously unsuccessful multitrait-multimethod matrix is provided by Campbell (1953, 1956) for rating of the leadership behavior of officers by themselves and by their subordinates. Only one of 11 variables (Recognition Behavior) met the requirement of providing a validity diagonal value higher than any of the heterotrait-heteromethod values, that validity being .29. For none of the variables were the validities higher than heterotrait-monomethod values. A study of attitudes toward authority and nonauthority figures by Burwen and Campbell (1957) contains a complex multitrait-multimethod matrix, one symmetrical excerpt from which is shown in Table 6. Method variance was strong for most of the procedures in this study. Where validity was found, it was primarily at the level of validity diagonal values higher than heterotrait-heteromethod values. As illustrated in Table 6, attitude toward father showed this kind of validity, as did attitude toward peers to a lesser degree. Attitude toward boss showed no validity. There was no evidence of a generalized attitude toward authority which would include father and boss, although such values as the VALIDATION BY THE MULTITRAIT-MULTIMETHOD MATRIX
01 Jan 1978
TL;DR: Porter as mentioned in this paper presents a comprehensive structural framework and analytical techniques to help a firm to analyze its industry and evolution, understand its competitors and its own position, and translate this understanding into a competitive strategy to allow the firm to compete more effectively to strengthen its market position.
Abstract: Michael Porter presents a comprehensive structural framework and analytical techniques to help a firm to analyze its industry and evolution, understand its competitors and its own position, and translate this understanding into a competitive strategy to allow the firm to compete more effectively to strengthen its market position. The introduction reviews a classic approach to strategy formulation, one that comprises a combination of ends and means (policies), factors that limit what a company can accomplish, tests of consistency, and an approach for developing competitive strategy. A competitive strategy articulates a firm's goals, how it will compete, and its policies for achieving those goals. Competitive advantage is defined in terms of cost and differentiation while linking it to profitability. Part I, "General Analytical Techniques," provides a general framework for analyzing the structure of an industry and understanding the underlying forces of competition (and hence profitability). Five competitive forces act on an industry: (1) threat of new entrants, (2) intensity of rivalry among existing firms, (3) threat of substitute products or services, (4) bargaining power of buyers, and (5) bargaining power of suppliers. Looking at industry structure provides a way to consider how value is created and divided among existing and potential industry participants. One competitive force always captures essential issues in the division of value.There are three generic competitive strategies for coping with the five competitive forces: (1) overall cost leadership, (2) differentiation, and (3) focus. There are risks with each strategy. A firm without a strategy is "stuck in the middle." This framework for examining competition transcends particular industry, technology, or management theories. Building on this framework, techniques are presented for industry forecasting, analysis of competitors, predicting their behavior, and building a response profile. Essential for a competitive strategy are techniques for recognizing and accurately reading market signals. Implications of structural analysis for buyer selection and purchasing strategy are presented. Game theory provides concepts for responding to competitive moves. Using the concept of strategic groups, structural analysis can also explain differences in firm performance (profitability), provide a guide for competitive strategy, and predict industry evolution. Part II, "Generic Industry Environments," shows how firms can use the analytical framework to develop a competitive strategy in industry environments, which reflect differences in industry concentration, state of industry maturity, and exposure to international competition. These environments determine a business's competitive strategic context, available alternatives, and common strategic errors. Five generic industry environments are examined: fragmented industries (where level of industrial concentration is low), emerging industries, transition to industry maturity, declining industries, and global industries. In each, the crucial aspects of industry structure, key strategic issues, characteristic strategic alternatives (including divestment), and strategic pitfalls are identified. Part III, "Strategic Decisions," draws on the analytical framework to examine important types of strategic decisions confronting firms that compete in a single industry: vertical integration, major capacity expansion, and new business entry. Additional use of economic theory and administrative consideration of management and motivation helps a company to make key decisions, and gives insight into how competitors, customers, suppliers, and potential entrants might make them. Appendix A discusses use of techniques for portfolio analysis applied to competitor analysis. Appendix B provides approaches to conducting an industry study, including sources of field and published dat