An Empirical Investigation: Exploring Customer Perception of Mobile-Commerce in China

With 3G license will be soon published in China, mobile carriers begin to construct network based on 3G technology one after another. In the circumstances, it is very necessary to conduct an exploratory in depth on the perception of M-commerce in China, so practitioners can win an edge in this new competition with providing customer-based services. In this paper, we conduct an empirical study. Exploratory factor analysis is adopted to find which classification of M-commerce applications is most accepted by Chinese consumers. Then we use confirmatory factor analysis (CFA) and structured equation to validate the prior result. It indicates us some particular market characteristics in China.