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Mobile Commerce App Adoption: Consumer Behavior Differences between Europe and Asia

Monno, Paul and Xiao, Da Zhi LU (2014) BUSN39 20141
Department of Business Administration
Abstract
Title:
‘Mobile Commerce App Adoption: Consumer Behavior Differences between Europe and Asia’
Research Question:
1. What are the differences between European and Asian consumer behavior of adopting m-commerce apps?
2. Why is there a different level of m-commerce app adoption between European and Asian consumers?
Research Purpose:
The purpose of this research is to investigate the reasons why consumer adoption behavior of m-commerce apps in the European market differs from those in the Asian market. Our findings will contribute to helping to raise their level of m-commerce app adoption in the European market.
Method:
This research is a qualitative study and utilizes survey as a research design. Interviews designed according to a... (More)
Title:
‘Mobile Commerce App Adoption: Consumer Behavior Differences between Europe and Asia’
Research Question:
1. What are the differences between European and Asian consumer behavior of adopting m-commerce apps?
2. Why is there a different level of m-commerce app adoption between European and Asian consumers?
Research Purpose:
The purpose of this research is to investigate the reasons why consumer adoption behavior of m-commerce apps in the European market differs from those in the Asian market. Our findings will contribute to helping to raise their level of m-commerce app adoption in the European market.
Method:
This research is a qualitative study and utilizes survey as a research design. Interviews designed according to a theoretical framework were used to collect data for analysis. The interviews were conducted in four countries: UK, Sweden, China and South Korea.
Conclusion:
Our results showed that European consumers lacked knowledge and were unable to perceive the full conveniences of using apps, compared to Asian respondents. What’s more European consumers placed a lot of importance on risks and anxieties when adopting apps. Findings showed that these differences could be explained through Hofstede’s cultural dimensions. (Less)
Please use this url to cite or link to this publication:
author
Monno, Paul and Xiao, Da Zhi LU
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Mobile commerce, m-commerce, Technology Acceptance Model, TAM Adoption Behaviour, Cultural Difference.
language
English
id
4468608
date added to LUP
2014-06-25 17:07:32
date last changed
2014-06-25 17:07:32
@misc{4468608,
  abstract     = {{Title:
‘Mobile Commerce App Adoption: Consumer Behavior Differences between Europe and Asia’
Research Question:
1. What are the differences between European and Asian consumer behavior of adopting m-commerce apps?
2. Why is there a different level of m-commerce app adoption between European and Asian consumers?
Research Purpose:
The purpose of this research is to investigate the reasons why consumer adoption behavior of m-commerce apps in the European market differs from those in the Asian market. Our findings will contribute to helping to raise their level of m-commerce app adoption in the European market.
Method:
This research is a qualitative study and utilizes survey as a research design. Interviews designed according to a theoretical framework were used to collect data for analysis. The interviews were conducted in four countries: UK, Sweden, China and South Korea.
Conclusion:
Our results showed that European consumers lacked knowledge and were unable to perceive the full conveniences of using apps, compared to Asian respondents. What’s more European consumers placed a lot of importance on risks and anxieties when adopting apps. Findings showed that these differences could be explained through Hofstede’s cultural dimensions.}},
  author       = {{Monno, Paul and Xiao, Da Zhi}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Mobile Commerce App Adoption: Consumer Behavior Differences between Europe and Asia}},
  year         = {{2014}},
}