A study on user perception of mobile commerce for android and iOS device users

Abstract

Customer profiling in the mobile commerce (m-commerce) domain has recently gained importance due to the increased proliferation of smartphones and tablets. One of the major challenges confronting m-commerce developers is the need to know user perceptions of m-commerce applications in order to better design and deliver m-commerce services. In this paper, user perceptions of mobile commerce applications is analyzed based on their gender and the operating system (OS) of the devices in use, which are important factors for user profiling in mobile business models. The results show that there is a significant difference between Android and iOS device users’ perceptions of mobile commerce applications except for their perception of advertisements. On the other hand, user perceptions of mobile applications in general does not exhibit significant differences except for the perception of usefulness for both gender and OS.