| Summary: | M-commerce refers to electronic commerce (e-commerce) using mobile devices such as smartphones. M-commerce takes two different forms: one using mobile web browsers, and the other, using smartphone shopping apps. Conducting in-depth interviews with fourteen different smartphone users who regularly purchase products and services using shopping apps, this study explored motivational factors that drive consumers to use shopping apps. Based on themes that the interviews discovered, the authors propose shopping app-based m-commerce acceptance model (MAM) that incorporates components of Technology Acceptance Model and Consumer Acceptance of Technology. We also propose ways in which MAM can be used by practitioners as well as scholars to enhance mobile app-based marketing, and open up a new area of academic research.
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