Analysis of the Consumer Preferences toward M-Commerce Applications Based on an Empirical Study

In this paper, new concept of value proposition for m-commerce is set up based on the study on previous value propositions for m-commerce, and clustering a great number of m-commerce applications by 4 sectors. These 4-sector applications are evaluated by 17 detail propositions. Then these propositions are reorganized structurally by factor analysis, of which result can be used point for drawing perceptual map. This paper identifies the degree of importance in respective propositions through experimental analysis. These experimental analyses are able to hold up objectivity of research methods, and suggest multi-points of view. This result can be used for setting up m-commerce strategy. The implications of this paper are providing diagnostic information to design a new applications or devices. And concretizing value propositions for m-commerce make a operators clear in their decisionmaking