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An Empirical Investigation of Adopters’ Perceptions Toward M-Commerce: The Case of Bulgarian University Students

Author

Listed:
  • Nora Milanova

    (International Faculty of the University of Sheffield, Thessaloniki, Greece)

  • Vaggelis Saprikis

    (Western Macedonia University of Applied Sciences, Department of Business Administration, Kozani, Greece)

Abstract

Mobile commerce (m-commerce) is a fact. Nowadays, numerous transactions take place via mobile devices. At the same time, m-commerce is considered as one of the fastest growing subgroups of e-commerce. Characteristically, it is estimated that about 45% of mobile users have made at least one purchase via a wireless hand-held device. Therefore, it plays and will continue to play a vital role in the global economy. The aim of this research paper is to investigate the perceptions of mobile commerce users focusing on Bulgarian University students. Specifi cally, it intends to reveal the perceived advantages and disadvantages of m-commerce, the factors that motivate students to make online transactions via a hand-held device, as well as the issues that hinder them from doing so more often. The paper is expected to provide tangible results to both academia and the industry about a developing economy.

Suggested Citation

  • Nora Milanova & Vaggelis Saprikis, 2018. "An Empirical Investigation of Adopters’ Perceptions Toward M-Commerce: The Case of Bulgarian University Students," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(7), pages 66-83.
    • Handle: RePEc:sgm:jmcbem:v:1:i:7:y:2018:p:66-83
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    mobile commerce; m-commerce intention; mobile shopping adoption;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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