Evaluation of Indicators for Measuring and Accepting Mobile Commerce

Document Type : Original research

Authors

1 ICT Research Institute, Tehran, Iran

2 Faculty member of ICT research institute

3 Azad islamic university, Electronic department

Abstract

With the increasing influence of the media in society, the need to use mobile commerce has become more important than ever. Due to the novelty of this field, the adoption of its use by individuals has faced various challenges. Therefore, it is necessary to identify the factors affecting the adoption of mobile commerce and their effects on each other to be carefully examined. To conduct the study, the factors affecting adoption were first identified through the literature and localized by expert review, and then analyzed using fuzzy cognitive mapping method. The data used for the analysis were collected by 15 experts in the field of mobile business, 7 of whom were in the field of academia and 8 of whom were active in the industry through an online questionnaire. The results showed that Customer satisfaction with the performance of mobile commerce, customer loyalty to the use of this technology, expanding wireless network coverage by mobile operators, increasing customer trust in online vendors, increasing management skills in using mobile commerce have a higher priority than other factors. Finally, according to the results, policy recommendations for the development of mobile commerce are provided to organizations, government, telecom operators, financial service providers, and mobile application developers.

Keywords

References

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History

  • Receive Date: 23 November 2020
  • Revise Date: 29 December 2020
  • Accept Date: 10 February 2021

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