ABSTRACT
M-commerce or the use of hand-held devices for commercial transactions by individuals and firms continues to grow globally. Gender is an essential descriptor in consumer profiles used by marketers to target products and services. The purpose of this paper is to profile the experience of users of this technology by gender in our M-Commerce Success Model, and thereby provide implications for managers regarding the design and implementation of their m-commerce strategies. Multivariate statistical techniques are used for differences-between-groups testing of gender to examine differences in the structure of the model and impact on m-commerce outcomes. The results show both similarities and differences between males and females. While all the model variables influenced the Intention to Use outcome for females, only Consumer Innovativeness and Perceived Value were significant for males. The groups'-differences result between Intention to Use and Gender was found to be statistically significant as were the results between Perceived Value and Gender, and Quality Perception and Gender. Future implications for research in this domain and the related domain of social commerce are forwarded.
Keywords
M-Commerce, Gender Effects, User Intention, Innovativeness, Value