Critical Review Effect for Mobile Commerce on consumer Behavior

Question: Discuss abouty the case study Critical Review for Effect for Mobile Commerce on consumer Behavior. Answer: Introduction The topic of research that I have chosen is effect of mobile commerce on consumer behavior. For the initial phases I have used the critical analysis of three papers to study what are the gaps that my research could focus on. The research papers are: Wu, J. H., Wang, S. C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information management, 42(5), 719-729. Cyr, D., Head, M., Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information Management, 43(8), 950-963. Tsang, M. M., Ho, S. C., Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78. As per my understanding Mobile Commerce has revolutionized the industry and made buyers even closer to online purchase (Assael, 1984). As per recent statistics, since the emerging markets have the benefit of significant lower penetration of Smartphone and with increased penetration the industry will flourish. On the other hand developed markets enjoy the benefits of higher sales through consumer analytics which has thrown light on consumer buying behavior. The main idea of the first research paper (Wu Wang, 2005) is about they are talking about TAM they have extended technology acceptance model thus brought about an extension of the innovation diffusion theory. They are also looking at the risks and costs which has led to consumer acceptance of the mobile commerce. They have used empirical evidence to prove their cost effectiveness model. The second article Cyr, Head Ivanov (2006), talks about visual design and aesthetics that lead to an increased consumer engagement with a mobile commerce website. They have suggested this with surveys and statistical analysis. Tsang, Ho Liang (2004) talks about mobile commerce as a channel for reaching the consumers they have focused on secondary research to get into the revolution that has been brought due to proliferation of mobile technology. Analysis Cyr, Head Ivanov (2006), has extremely narrow focus and this is due to not enough sampling data. They have also not given details of the gender distribution in their sample, since women play a greater role in mobile shopping revenue. The sample size could have confounded the results. Wu Wang (2005), does not talk about the relevance of the factors like consumer loyalty in the mobile commerce industry. The research also lacks current data analysis. Current data in this case pertains to the effect of recent statistics and the data seems old. However, it should be noted that early adopters may have done so because they could generate other skill oriented benefits that could have gained access to the responses and validated them. Tsang, Ho Liang (2004) talks about the mobile commerce as a new channel and has reviewed the analysis with a lot of primary research and thus the research is well validated and substantiated. Conclusion Hence for the scope of my research I will use a broader sample size and do a greater segmentation of the users of mobile commerce (Solomon, 2014). I will also segregate customers based on their cities and states. This will help differentiate the metro buyer from the non-metro buyer. References Solomon, M.R., 2014.Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: prentice Hall. Peter, J.P., Olson, J.C. and Grunert, K.G., 1999.Consumer behavior and marketing strategy(pp. 122-123). London: McGraw-Hill. Assael, H., 1984.Consumer behavior and marketing action. Kent Pub. Co. Seminar, C.B., 1987. Affect generalization to similar and dissimilar brand extensions.Psychology and Marketing,4(3), pp.225-237. Hawkins, D.I., Best, R.J. and Coney, K.A., 2010. Consumer behavior.Implications for marketing strategy,5. Deaton, A. and Muellbauer, J., 1980.Economics and consumer behavior. Cambridge university press.