ABSTRACT

This study addresses a shift, generally positive, in the acceptance and adoption of mobile commerce. The study, based on data collected using a survey questionnaire from mobile phone users in South Korea, examined the relationships using factor analysis and multiple regression analysis methods. The results showed equal positive adoption rates across all demographics of age, education, and income, except for gender, in terms of attitudes toward mobile shopping. The rate of mobile commerce adoption was relatively stronger among females than males. This finding provides new developments to mobile service providers on the effect of demographic profile on consumers’ behavior and attitudes toward mobile shopping. Based on the results of the study, practical implications for marketing strategies in mobile commerce markets are suggested

KEYWORD

e-commerce, mobile commerce, digital divide, Internet gender issue, technology acceptance, consumer behavior, online shopping, mobile shopping, marketing strategy

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