Maity, Moutusy (2013) Consumer information search and decision-making on m-commerce: the role of product type. In, Lee, In (ed.) Strategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy. USA. IGI Global, pp. 73-89. (doi:10.4018/978-1-4666-1939-5.ch004).
Abstract
This study compares consumer decision-making experiences across two channels (m-commerce and e-commerce), and investigates the moderating role of product type in each channel. Cognitive cost, the technology acceptance model, unified theory of acceptance and use of technology, and social cognition theory 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 product type moderates consumer decision-making on both channels. Findings also suggest that decision-making in m-commerce is perceived as stressful. Findings also highlight the differences between the two channels. The chapter concludes with managerial and theoretical implications and directions for future research.
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