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M-commerce: M-commerce: a consumer perspective
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2013 (English)Student paper second term, 10 credits / 15 HE creditsStudent thesis
Abstract [en]

E-commerce and m-commerce are, currently, both becoming a strong and important way of making business. This thesis aims to find out and analyze the reaction of people in front of the new phenomenon m-commerce in, not only, accessing to information, but also, conducting transactions through mobile devices.The reaction of people has been studied by observing and analyzing existing theories stating in m-commerce. The empirical studies were conducted through the administration of a questionnaire to a sample of 250 young European inhabitants. This survey aimed to collect primary data.The findings show that m-commerce in general is well perceived by customers. It can be a good way to make business depending on the sector companies are involving. Even if m-advertising can be considered as a good communication tool by companies, it appears that most of customers are not enthusiastic to receive any m-advertisement on their smart phone. However, companies can see in m-commerce a way to differentiate themselves such as offering m-payment possibility.

Place, publisher, year, edition, pages
2013. , 61 p.
Keyword [en]
National Category
Economics and Business
URN: urn:nbn:se:hh:diva-22932OAI: diva2:630118
Subject / course
European Marketing
Available from: 2013-06-19 Created: 2013-06-18 Last updated: 2013-06-19Bibliographically approved

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