M-tailing Among the Young: Exploring Their Intentions to Shop by Mobile Phone
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These days we can do many things with mobile phones, which probably explains why consumers have adopted mobile devices faster than any other consumer product. In Australia, most households have a mobile phone and it is the young who own and use them most. In a year or two, there will be more mobiles than PCs and they will be as common as TV sets. But what might they be used for? Will m-commerce revolutionise retailing or be a failure? Such speculation led us to investigate intentions to use mobile phones for shopping among university students using a web-based survey. We tested a series of hypotheses based on the literature on non-store purchase environments and data were analysed using stepwise discriminant analysis. We found that owners of mobile phones, who have a high intention to use them for shopping, are more experienced with other non-store purchase environments and have a low concern for online fraud and privacy risk than those with a low intention to m-shop. Limitations, implications, and further research are discussed.
ANZMAC 2004 Marketing Accountabilities and Responsibilities. Proceedings.
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