Key Factor Affecting Consumers’ Intention to Use Mobile Commerce

in Lithuania

Eglė Jurevičiūtė

June 8, 2011 Vilnius

MASTER THESIS

Relevance• Real revolution of the individuals’ interaction was made by the

cell phones

• Mobile Internet refers to accessing wireless Internet anytime and anywhere via palm-sized mobile devices including mobile phones, personal digital assistants (PDAs), and smart phones

• The demand for the mobile phones is growing

• According to Lithuanian investment promotion agency “Invest Lithuania” the number of mobile subscribers reached the second highest number in Eastern Europe (penetration rate 148.4%, 1.5 mobile subscribers per one inhabitant)

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Problem

DefinitionWhat are the key factors that affect consumers’ intention

to use mobile commerce in Lithuania?

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Ai

m

and

Objectives

Aim of this thesis is to prepare a model that illustrates the essential factors impacting the consumers’ intention to use mobile

commerce in Lithuania.Thesis Objectives are:• To analyze scholarly literature developed on the mobile

commerce adoption subject and create a theoretical background for the development of the research model of key factors affecting mobile commerce usage.

• To conduct a quantitative online survey of Lithuanian market in order to indentify Lithuanian consumers’ perception about the m-commerce, and get consumers evaluation of factors identified in a literature overview part.

• To prepare the guidelines and recommendations on mobile commerce adoption context, accurately on factors affecting Lithuanian consumers’ intention to use mobile commerce.

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Theoretical

Framework

• Technology acceptance model (TAM), Theory of planned behavior (TPB), and Diffusion of innovation theory are the basic technology acceptance evaluating techniques

• Seven different researches, which explored m-commerce adoption were analyzed

perceived usefulness, perceived ease of use, enjoyment, security and social influence

5

Justification

of

Methodological

approach

• Quantitative research• Online survey

Online survey becomes one of the most popular research methods, because of:

• Its ability to reach huge audience quite easily

• Relative low cost and high speed

• Respondents’ answers cannot be affected by interviewers.

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Empirical

Research

Results

Reliability test

7

Correlation Analysis

8

Hyphothesis

9

Discussion

on li

mitations

and i

mplications

of research

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RECOMMENDATION FOR PRESENTATION

1. Topic2. Relevance3. Problem Definition4. Aim and Objectives5. Theoretical Framework6. Justification of Methodological approach7. Empirical Research Results8. Discussion on limitations and implications of

research

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SLIDE NAME

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