Challenges of Internal and External Variables of Consumer Behaviour towards Mobile Commerce

Abstract

The Mobile Commerce (m-commerce) becomes very powerful tool in the competitive business markets. Companies started to use this technology to attract their customers and catch their attention. Usage of Mobile commerce applications spreaded around different countries and became very popular. Different communication protocols and security techniques are designed for business use of m-commerce. Mobile Commerce, likewise the e-commerce brought significant difference in the market. People start to use this technology by feeling the freedom of having transactions at anywhere and anytime. However, consumers face lot of difficulties while using this technology which is consumer-based or service provider based. This research exposes the impact of determinants that influences mobile commerce application users’ attitudes by classifying and investigating the internal and external variables in a case study of Cyprus Research Centre.