B-C移动商务价值主张实证研究

An Empirical Study on the Value Proposition of B-C Mobile Commerce

移动技术应用已经和正在改变人们现有的工作和生活方式,移动商务应用由于其独有的特征和价值主张为人们创造了新的价值。已有的理论研究了移动商务价值创造规律与初步研究途径,但对于移动商务的价值主张的维度及内涵并没有具体的分析,更没有进行实证研究。本文以B-C移动商务应用案例和使用者为样本,通过描述性案例研究归纳出移动商务价值主张的四个维度的主要内涵,并据此对移动商务价值主张各维度及其测度进行量表开发。

Mobile commerce（m-commerce） is the buying and selling of goods and services via wireless devices.M-commerce applications add new values to users because of their unique features and value propositions.However,the existing literature lacks studies on the dimensionality and connotation of value propositions for m-commerce.This paper explores the value proposition of m-commerce and its connotation by conducting an empirical investigation of B2C m-commerce cases.The paper is organized in five sections.Section I reviews m-commerce theories,value creation activities,and value propositions.A thorough literature review shows that there are few empirical studies about the connotation of m-commerce,and value propositions.Section II discusses research approaches adopted in this study.Section III is an in-depth analysis of 23 B2C m-commerce business cases.This section also summarizes the connotation of m-commerce value propositions.Section IV develops a survey instrument to measure m-commerce value propositions based on the existing literature and our analysis of 89 subjects.The final survey instrument is developed based on the exploratory factor analysis,reliability test,and confirmatory factor analysis.We further validate our survey instrument by entering 902 data items into the confirmatory factor analysis.The last section is concluded with suggestions and future research directions.