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This paper proposes an integrated conceptual model for analyzing user adoption behaviors towards mobile marketing platforms from a two-sided market perspective. Both the consumer side and the merchant side are modeled based on extending classical theories with newly introduced factors reflecting cross network effects, and the two sides are integrated in the overall model which reveals the dynamic...
With the good customer foundation and increasing revenue, m-commerce is on the growing development stage. Although there are many literatures about the factors affecting customer intention in internet-based e-commerce contexts, it is necessary to do an empirical validation in m-commerce contexts. Factors of trust and social influence integrated to TAM were used in the conceptual model. Empirical data...
Users may use a mobile service in various contexts. It is critical to study how users' perceptions and intentions are affected by context. We discuss the definition and structure of context, then propose a contextual acceptance model of mobile commerce based on TAM. We apply this model to the case of a GPS-based taxi-dispatching system. Preliminary data analysis illustrates that context has significant...
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