While mobile technologies and applications are rapidly and widely utilized in electronic commerce, it is extremely important to better understand the evaluative criteria from the consumers ’ viewpoint in mobile-shopping site selection. This paper investigated the consumer-oriented criteria for mobile shopping site selection. A questionnaire was developed and tested to prove its reliability and validity. Initial analyses of mobile shopping characteristics important for the environment were explored. The final criteria list includes three factors: merchandise, enabling functions, and assurance. 1
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