M-commerce : M-commerce: a consumer perspective

Abstract: E-commerce and m-commerce are, currently, both becoming a strong and important way of making business. This thesis aims to find out and analyze the reaction of people in front of the new phenomenon m-commerce in, not only, accessing to information, but also, conducting transactions through mobile devices.The reaction of people has been studied by observing and analyzing existing theories stating in m-commerce. The empirical studies were conducted through the administration of a questionnaire to a sample of 250 young European inhabitants. This survey aimed to collect primary data.The findings show that m-commerce in general is well perceived by customers. It can be a good way to make business depending on the sector companies are involving. Even if m-advertising can be considered as a good communication tool by companies, it appears that most of customers are not enthusiastic to receive any m-advertisement on their smart phone. However, companies can see in m-commerce a way to differentiate themselves such as offering m-payment possibility.