Designing Website Interfaces for M-Commerce with consideration for Adult Consumers

Abstract

This chapter presents a study that investigates the effects of mobile website design on the behavioral intentions of adult consumers. More specifically, the authors analyze the interaction effects between the principal design cues of a mobile commerce (m-commerce) website, such as background/foreground colors, font text and layout. A website selling music CDs has been especially designed and built for the experiment in order to place participants in real-life conditions of navigation. Three experiments have been conducted based on visits to a fictitious m-commerce website. Experiment 1 manipulates the levels of color contrast: positive contrast (light text on a dark background) versus negative contrast (dark text on a light background). In experiment 2, contrast and font have been manipulated with a complete factorial plan: 2 x 2 (negative vs positive contrast x serif font vs sans serif font). Finally, contrast and layout have been manipulated in a third experimental 2 x 2 plan (negative vs positive contrast x dense vs airy layout). This research involved 219 French participants over the age of 45. Results show significant effects of the positive contrast (light text on a dark background) of the mobile website design on the purchase and revisit intentions of adults. Discussions about the interaction effects of design elements, limitations and directions for future research follow.

By: Jean-Éric Pelet, Basma Taieb

Consumer behavior in m-commerce: literature review and research agenda

Abstract

Our work has a two-fold general objective: on the one hand, we wish to describe the mobile commerce environment and, on the other hand, to establish the determinants of the mobile consumer behavior. To achieve our objective, first, we describe the concept of mobile commerce, constraints, and benefits. Second, we study the determinants of mobile commerce adoption. Third, we focus on the determinants of mobile consumer satisfaction and loyalty. Finally, we summarize future avenues of investigation in a research agenda.

By: Saïd EttisAfef Ben Zin El Abidine

Na Zuo

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First name: Na
Last name: Zuo
Email: nazuo@decc.io
Nationality: New Zealand
Qualification: Master of Marketing
Professional and academic career: Director – Digital Economy Consulting Centre
Sketch biography: Na Zuo is a business and technology consulting professional with digital economy programme management experience. 19 years of business experience within the retail, fashion, construction, alcohol beverage, financial services, and digital technology. Specialising in sales & marketing, category management, supply chain management, and procurement across various industries in New Zealand, Australia and China.

Chapter title:The Effect of Cultural Values in Mobile Payment Preference

Abstract:The purpose of this study is to compare French and New Zealand consumers’ perceptions of mobile payments (m-payments) relative to other options to identify the preferred mode of payment and related spending behaviour. Evidence suggests that payment modes can influence spending behaviours and therefore this is important to commerce to promote payment modes that facilitate transactions. Using the Perceptions of Payment Mode (PPM) scale (Khan et al., 2015), this study was able to identify cultural differences on perceptions of cash payments, though both countries’ consumers held negative perceptions of, and emotions towards, m-payments relative to other options. The empirical results are useful in understanding cultural aspects of payment modes and for companies to recognise consumers’ associations with these modes to enhance relations, services and the use of m-payments.

Keywords:Hofstede Culture, Individualism, Collectivism, Masculinity, Uncertainty Avoidance, Indulgence, Long-termism, Mobile, M-Payment, New Zealand, France, Payment mode choice, Mobile Commerce

Co-author: Khan, J., Pelet, J. and Rivers, G.

Gary Rivers

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First name: Gary
Last name: Rivers
Email: g.rivers@surrey.ac.uk
Department: Business
Area of teaching: Human Resource Management, Organisational Behaviour
Nationality: United Kingdom
Qualification: PhD – Buyer Behaviour
Sketch biography: Dr Gary Rivers is an Associate Dean for the University of Surrey based in China at the Surrey International Institute. With over 20 involvement with Transnational Education (TNE) programmes he has gained extensive knowledge in the management of TNE. Previous roles have included Deputy Head of International Programmes and Director of China projects with Curtin University of Technology, Australia and Head of Department at the Australian College of Kuwait. Dr Rivers has taught in the areas of Human Resource Management (HRM), Organisational Behaviour (OB) and Industrial Relations (IR) in several locations including Australia, Singapore, Malaysia and and China – Hong Kong and mainland. He has a PhD from the University of Western Australia, a Go8 member, and is a member of the Academy of Management (USA) and a fellow of the Higher Education Association (UK). Dr Rivers has research interests in HRM, OB, buyer behaviour and TNE.

Chapter title:The Effect of Cultural Values in Mobile Payment Preference

Abstract:The purpose of this study is to compare French and New Zealand consumers’ perceptions of mobile payments (m-payments) relative to other options to identify the preferred mode of payment and related spending behaviour. Evidence suggests that payment modes can influence spending behaviours and therefore this is important to commerce to promote payment modes that facilitate transactions. Using the Perceptions of Payment Mode (PPM) scale (Khan et al., 2015), this study was able to identify cultural differences on perceptions of cash payments, though both countries’ consumers held negative perceptions of, and emotions towards, m-payments relative to other options. The empirical results are useful in understanding cultural aspects of payment modes and for companies to recognise consumers’ associations with these modes to enhance relations, services and the use of m-payments.

Keywords: Hofstede Culture, Individualism, Collectivism, Masculinity, Uncertainty Avoidance, Indulgence, Long-termism, Mobile, M-Payment, New Zealand, France, Payment mode choice, Mobile Commerce

Co-author: Khan, J., Pelet, J. and Zuo, Na.

The Effect of Cultural Values in Mobile Payment Preference

Abstract 

The purpose of this study is to compare French and New Zealand consumers’ perceptions of mobile payments (m-payments) relative to other options to identify the preferred mode of payment and related spending behaviour. Evidence suggests that payment modes can influence spending behaviours and therefore this is important to commerce to promote payment modes that facilitate transactions. Given payment modes serve as repositories or ‘stores of value’ and transactions involve ownership transfers of the ‘representative’ or ascribed values, it foreseeable that cultural differences may exist, though researchers have yet to uncover this phenomenon. Using the Perceptions of Payment Mode (PPM) scale (Khan et al., 2015), this study was able to identify cultural differences on perceptions of cash payments, though both countries’ consumers held negative perceptions of, and emotions towards, m-payments relative to other options. The empirical results are useful in understanding cultural aspects of payment modes and for companies to recognise consumers’ associations with these modes to enhance relations, services and the use of m-payments.

By: Jashim KhanJean-Éric PeletGary RiversNa Zuo

mMARKETING OPPORTUNITIES FOR USER COLLABORATIVE ENVIRONMENTS IN SMART CITIES

Abstract

Smart City infrastructures connect people with their devices through wireless communications networks while they offer sensor-based information about the city’s status and needs. Connecting people carrying mobile devices equipped with sensors through such an infrastructure leads to the “collective intelligence” or “crowdsourcing” paradigm. This paradigm has been deployed in numerous contexts such as performing large-scale experiments (e.g. monitoring the pollution levels or analyzing mobility patterns of people to derive useful information about rush hours in cities) or gathering and sharing user collected experiences in efforts to increase privacy awareness and personal information protection levels.  This chapter focuses on employing this paradigm in the mMarketing/mCommerce domain and discuss how crowdsourcing can create new opportunities for commercial activities as well as expansion of existing ones.

By: Artemis D. AvgerouDespina A. KarayanniYannis C. Stamatiou

Mobile Commerce Technologies and Management

Abstract

This chapter reveals the prospect of mobile commerce (m-commerce); m-commerce and trust; m-commerce, privacy, and security issues; m-commerce adoption and technology acceptance model (TAM); and the significant perspectives on m-commerce. M-commerce is used for business transactions conducted by mobile phones for the promotional and financial activities using the wireless Internet connectivity. M-commerce is the important way to purchase the online items through online services. The main goal of m-commerce is to ensure that customers’ shopping experience is well-suited to the smaller screen sizes that they can see on smartphones and tablets. Computer-mediated networks enable these transaction processes through electronic store searches and electronic point-of-sale capabilities. M-commerce brings the new possibility for businesses to sell and promote their products and services toward gaining improved productivity and business growth.

By: Kijpokin Kasemsap

Using Cognitive Psychology to understand Anticipated User Experience in Computing Products

ABSTRACT

User Experience assessment is an evaluation of user’s experience with the product, system or service during  ‘use’ (i.e., actual interaction experience) as well as ‘anticipated or before use’ (i.e., pre-interaction experience).Whereas many user experience researchers may be conversant with explaining a person’s experience during use of a product, system or service, they find it difficult to explain experience before a product or service is used (Anticipated Use), which in this chapter is referred to as Anticipated User Experience (AUX). This chapter applies the theory of cognitive psychology and its principles to best explain how Anticipated User Experience occurs and how this experience can be achieved. This chapter goes a long way in informing user experience researchers and practitioners on the relevance of attaining AUX in a computing product and how it can be achieved.

By: Emmanuel Eilu

Mobile augmented reality: Evolving human-computer interaction

ABSTRACT

Users who have access to a mobile device have increased in recent years. Therefore, it is possible to use a mobile device as a tool which helps to users in their daily life activities, not only for communication. On the other hand, augmented reality is a growing technology which allows the interaction with real and virtual information at the same time. Mixing mobile devices and augmented reality open the possibility to develop useful applications that users can carry with them all the time. This chapter describes recent advances in the application of mobile augmented reality in automotive industry, commerce, education, entertainment, and medicine; also identifies the different devices used to generate augmented reality, highlights factors to be taken into account for developing mobile augmented applications, introduces challenges to be addressed, and discusses future trends.

By: Miguel A. Sánchez-AcevedoBeatriz A. Sabino-MoxoJosé A. Márquez-Domínguez