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access to the Internet. Based on these wireless
devices, m-commerce is a natural extension of e-
commerce but can provide some additional
advantages of mobility for consumers. Mobility is a
major prerequisite for the adoption of MCD. It is an
antecedent of the influencing factors of the adoption
of MCD because people will consider adopting
wireless connection because it can allow significant
improvement (i.e. merits), easy to use (i.e.
maneuverability), and can be accepted by peer
groups (i.e. mentality). It can be measured by the
extent of access to wireless networks.
Matching describes the need for the standardized
and common interface of MCD (Coursaris et al,
2003). The unique characteristic of m-commerce
very often requires both ends of this new type of
commerce to have a common interface. M-
commerce applications have the challenging task of
discovering services in a dynamically changing
environment. Effective mechanisms need to be in
place for the interface between various types of
MCD. Matching is an important antecedent of the
influencing factors of consumers’ adoption of MCD
because the need for standardization (i.e. matching)
is important for m-commerce technology which
allows for the interface of MCD with the wireless
networks when the technology and interface is
mature (i.e. maturity). It also provides utility for
consumers for interacting with other devices (i.e.
merits). Matching can be measured by the degree
that MCD can be compatible with each other.
Based on our conceptual framework, we identify
the various influencing factors (i.e. 4 M’s) which
can affect consumers’ decision of the adoption of
MCD in their purchases. It is possible to collect data
on whether consumers will consider the adoption of
MCD, and at the same time, researchers can also
investigate the reasons why they adopt or do not
adopt MCD, in terms of timing, opportunities,
changing trends and applications.
4 CONCLUSIONS
We are proposing new insights and new adoption
behavior in the ubiquitous world of m-commerce,
which we believe, are still not yet fully understood
by most marketers and scholars (Stevens &
McElhill, 2000; Struss et al., 2003). Our conceptual
framework contributes to literature by suggesting the
new constructs: merits, maturity, maneuverability,
and mentality, which we consider to be relevant to
the decision of consumers in adopting MCD. It also
represents an examination of the adoption of MCD
by consumers in their purchase processes and will be
of interest to the MCD market.
ACKNOWLEDGEMENTS
This research was supported in part by The Hong
Kong Polytechnic University under grant number A-
PA6E.
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