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Cognitive discrepancy between consumer's actual financial risk and consumer's perceived financial risk in M-commerce purchase activities
2009 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Over the last few years, the mobile and wireless market has been one of the fastest growing markets in the world and it is still growing at a rapid pace. As an emerging but quickly booming concept, Mobile commerce introduces many convenient applications for mobile devices users. Products and services involved in such applications include mobile ticketing: mobile vouchers, coupons and loyalty cards: content purchase and delivery: location-based services: mobile purchase and so forth. During the processes of transactions conducted by Mobile commerce, many different types of risks are generated due to the uncontrollable aspects in wireless mobile systems. By measuring from the consumers’ perspective, a series of previous studies refer to the risk in B2C purchase activities considering financial, performance, social, psychological, physical, and time risks, these types of risk take on new meaning when it comes to conduct transactions via mobile network. Among these types of risk, financial risk is regarded as relatively more concerned by consumers since it will involve not only monetary loss but also potential risk in consumers’ credit ratings and other non-monetary issues which could bring negative affects to consumers. Resulting from the limited knowledge and unfamiliar technology, consumers often hold a cognitive discrepancy between the actual financial risk and perceived financial risk. In order to get a good understanding to such cognitive discrepancy, this research aims to provide a deep and accurate investigation of financial risk in mobile commerce from both actual and consumer’s perceived perspectives based on existing theoretical lists. The reasons that causing such discrepancy will not be discussed in details and the new relevant variables concerning financial risk in mobile commerce purchase activities will not be figured out. A case study strategy is applied to collect data that related to consumer’s perceived financial risk by means of interviewing a number of respondents, since that seems to be the relatively efficient way to learn the consumers’ perception about the issues discussed in this research. The selection of the sample interviewees is based on their knowledge and real-life experiences about mobile purchase activities. Finally, based on both methods of within-case analysis and cross-case analysis, findings and conclusions about cognitive discrepancy among different respondents from different perspective is identified and illustrated to present the results of this research. An overall conclusion for the outcome of this research is that a cognitive discrepancy is significantly recognized between actual financial risk and perceived financial risk among certain respondents in this research. Due to different background and knowledge levels, the rankings of different types of financial risk were varied among these respondents. Some types of risk which identified in theories were not recognized by respondents meanwhile some new types of financial risk were raised by respondents as well. In the future, both advanced technologies and operators’ efforts in educating consumers are supposed to reduce such cognitive discrepancy.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, M-commerce, actual financial risk, perceived financial risk
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-43750ISRN: LTU-PB-EX--09/032--SELocal ID: 196133f6-1fda-4557-acfc-2e0d724a1b43OAI: diva2:1016991
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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