Maity, Moutusy (2010) Critical factors of consumer decision-making on m-commerce: a qualitative study in the United States. Journal of Mobile Marketing, 5 (2), 87-101.
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). Study findings suggest that decision-making in m-commerce is perceived as stressful and is not necessarily a positive one. Findings further suggest that participants in m-commerce hold their prior experiences in e-commerce as points-of-reference to which they compare
subsequent decision-making experiences. Findings also reveal factors that affect consumer decision-making experience negatively on m-commerce. The article concludes with managerial and theoretical implications and directions for future research.
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