Critical Factors of Consumer Decision-Making on M-Commerce: A Qualitative Study in the United States

Moutusy Maity

This study compares consumer decision-making experiences across three channels (m-commerce, e-commerce, in-store), identifies factors affecting consumer decision-making that are unique to a specific channel as well as those that are common across the three channels, and suggests a model for intention to use m-commerce.

Critical Factors of Consumer Decision-Making on M-Commerce: A Qualitative Study in the United States

Moutusy Maity

Abstract:

This study compares consumer decision-making experiences across three channels (m-commerce, e-commerce, in-store), identifies factors affecting consumer decision-making that are unique to a specific channel as well as those that are common across the three channels, and suggests a model for intention to use m-commerce. Cognitive cost, expectation-confirmation theory, theory of reasoned action and the technology acceptance model are used to formulate propositions. E-mail messages sent by the participants after undertaking a decision-making task on a channel are analyzed using Critical Incident Technique (CIT)....

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