The mobile channel is becoming increasingly relevant within the retail industry and with that, new mobile technologies are being developed and adopted. Past research examines consumer adoption of new technology but rarely analyzes the business component, specifically those businesses developing  these new technologies. This research  seeks to complement past research by investigating mobile commerce ventures. Through a series of semi-structured Interviews with investors, retail experts, and mobile commerce startups, the research collects qualitative data that contributes to a better understanding of the Swedish mobile commerce market and an analysis on mobile commerce startup success factors. The research suggests differences  in consumer and business adoption of technology.  While  consumers adopt technology according to the TAM model, based on enjoyment, usefulness and ease of use, businesses focus on competition, consumer satisfaction and sales. The results suggest that businesses should invest in and develop new retail technologies that fulfill the TAM model  in order to succeed. This research has practical implications for  mobile commerce companies  hoping to succeed and retailers looking to invest in mobile commerce solutions

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Arbetet undersöker huruvida en traditionell multi-page applikation eller en AJAX baserad single-page applikation presterar bäst med hänsyn till quality of service där insamling och analys av svarstider nyttjas för att undersöka frågan. Arbetet specificerar vidare på M-commerce där mobila enheter uppkopplade mot mobila nätverk ligger ifokus. Arbetet utförs som ett experiment där en multi-page samt en single-page e-handels applikation med samma utseende och funktionalitet utvecklas, varpå svarstider samlas in genom att automatisk bläddra genom en mängd produkter via pagination där svarstiderna loggas. Mätningar utfördes för nätverken WiFi, 4G samt 3G med varierande datamängd. Resultaten för applikationerna jämförs sedan med hjälp av diagram och ANOVA tester som resulterade i slutsatsen att single-page visade sig inneha de kortaste svarstiderna i 8/9 mätserier. I framtiden vore det även intressant att bland annat undersöka flera funktionaliteter hos applikationen som kundvagnen, sökmotorn och navigation mellan produkttyper för att framställa ett mer fullständigt resultat. / <p>Det finns övrigt digitalt material (t.ex. film-, bild- eller ljudfiler) eller modeller/artefakter tillhörande examensarbetet som ska skickas till arkivet.</p>

針對行動網際網路服務，本研究先根據文獻建構出一評估可用性之初步架構，認為影響可用性的因素包含了「使用者個人特質」、「通訊基礎建設」、「服務廠商因素」及「行動裝置易用性認知」，接下來透過問卷調查以及統計分析的方式，進一步驗證此架構的正確性，建構出適於描述台灣地區行動網際網路服務可用性之評估架構。 本研究發現，使用者對於行動網際網路服務的觀感皆透過行動裝置而來，亦即「通訊基礎建設」與「服務廠商因素」之效果皆須透過中介變數「行動裝置易用性認知」才能發揮作用，而「行動裝置易用性認知」再影響到可用性，亦即「行動應用服務可用性認知」因素，而此結果代表使用者對於「通訊基礎建設」與「服務廠商因素」兩者的觀感必須透過行動裝置才感受得到，也就是說，如果沒有行動裝置存在，使用者對於後端之人文因素（服務廠商）與技術因素（通訊系統）一無所知，而這樣的結論反映在整個架構的意義，是「行動裝置易用性認知」對於可用性來說具有舉足輕重的地位；本研究進一步發現，可用性本身對於滿意度有著正面的直接效果，代表可用性愈高也會有較高的滿意度，而在同時，「使用者個人特質」代表著不同的使用者特性，如使用經驗、服務相關知識與人口統計變數，而就不同特性而言，對於「行動裝置易用性認知」與「行動應用服務可用性認知」亦有顯著差異。 就「通訊基礎建設」而言，良好的網路訊號與服務後端系統是提升可用性的主要效果來源之一，而「服務廠商因素」則需以產品策略與服務提供品質作為策略主軸；在「行動裝置易用性認知」中，軟硬體操作與使用者支援程度對「行動應用服務可用性認知」有著最大的效果來源，顯見行動裝置是否容易操作，使用者是否能得到適當支援乃為提升可用性的主要直接原因；最後，本研究發現使用者的知識多寡在「行動裝置易用性認知」與「行動應用服務可用性認知」上皆有顯著差異，並顯示知識愈豐富的使用者往往認為行動裝置愈好用、行動網際網路服務的可用性愈高；因此，維護良好網路品質、擬定正確產品策略、改善行動裝置軟硬體操作、適時提供使用者支援與教育使用者皆可大幅提升整體服務的可用性水準。 / This study aims at building a framework to evaluate the usability of Taiwan’s mobile Internet services. An initial conceptual model is first constructed by a thorough literature review. It includes four influencing constructs: User Characteristics, Backend Infrastructure, Service Provider Aspects, and Ease of Use of Mobile Appliances. With the concepts of each construct defined, a survey is then conducted to verify the relationships among the variables. The analysis results show that User Characteristics and Ease of Use are directly related to the perceived usability, whereas Backend Infrastructure and Service Provider Aspects are indirectly related to the perceived usability. This implies that users perceive the usability through the mobile appliances’ ease of use. It is also concluded that fast and stable network connection, effective products strategy, superior service level, user-friendly mobile appliances, sufficient customer support and education for users are the keys to a successful mobile Internet service.

Mobile commerce can be seen as the phenomenon, which is likely to take over e-commerce since purchasing online is increasing on mobile applications (Parameswari, 2015). The problem this study addresses is the uncertainty that may follow when purchasing online via mobile applications. The purpose of this study is to investigate some human and technology factors for perceived trust in mobile applications. Human factors are defined as the same thing as user factors throughout this thesis.   This will answer the research question: What are the most important user and technology factors for perceived trust in mobile applications? The study is limited to two main areas (human and technology factors) that have been broken down into three subgroups based on perceived trust. These subgroups are: informative context for decision-making, ease of use and payment methods.   To gather data, an online self-completion questionnaire was conducted and was sent out to different social groups on Facebook. The participated segmentation resulted in needing to be modified according to uneven response rates in the different age groups. The target group went from the whole Swedish population to only people in the ages span of 16-32. The collected data was processed in the analysis program SPSS to find relations among the variables.   All the chosen factors resulted in being of great importance for users to perceived trust in mobile applications and to increase the interactivity between human and machine. However, only payment methods showed a significant value in relation to perceived trust. This result will be useful to companies when developing mobile applications to keep customers and increase sales.

La exitosa implantación de la telefonía móvil a escala mundial presenta una muy importante oportunidad para la expansión del comercio electrónico sobre entornos inalámbricos. El comercio electrónico para móviles, m-Commerce, implica tres aspectos básicos: 1) la negociación y el servicio en la vecindad de cliente, 2) información oportuna y georeferenciada mientras el usuario esta en movimiento, 3) la posibilidad para completar una transacción en cualquier sitio y momento. El usuario debe tener las facilidades siguientes: la negociación y la entrega inmediata, métodos rápidos de micro y de macro pago, y facilidad de uso en el ambiente de móvil. Una de las novedades del comercio móvil es la posibilidad de atraer a clientes en el vecindario hacia un centro de venta y/o servicios proporcionándoles la información apropiada. Existen, sin embargo, una serie de factores que dificultan la implantación y el desarrollo del comercio móvil respecto al comercio electrónico. Esos inconvenientes se relacionan con las características del ambiente inalámbrico: normalmente menor ancho de banda, latencia más baja, menos estabilidad de conexiones, la disponibilidad menos previsible. Y las limitaciones en los equipos móviles: la unidad de procesamiento central menos potente, menos memoria, limitaciones en el consumo de potencia, formato reducido de pantalla, y otras más.La seguridad extremo a extremo entre el servidor de Internet y el terminal móvil es indispensable para aplicaciones de comercio electrónico. La especificación de la capa de seguridad WTLS (Wireless Transport Layer Security de WAP) no proporciona este nivel de seguridad. El uso de WTLS y la seguridad a nivel de la capa de transporte TLS (Transport Layer Security) permite la privacidad en los canales inalámbrico e Internet, pero la seguridad alcanzada no es suficiente para aplicaciones de comercio electrónico; por ello se precisan mecanismos de seguridad extremo a extremo. En esta tesis se propone una alternativa a la arquitectura de la seguridad de WAP para resolver el problema mencionado, basada en la implementación de una capa de seguridad nueva dentro de la capa WAE (Wireless Application Environment). Esto hace posible la seguridad extremo a extremo, compatibilidad con TLS, transparencia ante el usuario, y se evita la traducción y descompresión en la pasarela de WAP. Varios estudios sobre usabilidad de los dispositivos con capacidades de WAP indican que los usuarios se desconectaron debido a tiempos de respuesta lentos y la falta de comodidad en el uso (interfaces no agradables, servicios costosos, . ). Los estudios coincidieron en que las velocidades más rápidas y el uso extendido de equipos móviles de datos promueven el comercio móvil, y que el número de usuarios familiarizados con equipos móviles sube constantemente, particularmente entre usuarios de WAP, de modo que estos usuarios comienzan a ver sus teléfonos móviles como algo más que meros teléfonos. La movilidad del usuario contribuye a hacer las redes inalámbricas más complejas, y constituyen los nuevos paradigmas en el intercambio de información. Las posibilidades que se abren para la Internet inalámbrica constituyen una oportunidad importante para el comercio electrónico. El futuro e impacto social de las tecnologías utilizadas, WAP, GPRS, UMTS, . son cuestionadas habitualmente. En esta tesis se analiza la posibilidad de realizar operaciones de m-Commerce sobre WAP. Por ello, se presentan los mecanismos de seguridad de WTLS (Wireless Transport Layer Security) y se analiza la seguridad extremo a extremo en este protocolo. En redes inalámbricas, existe la necesidad de acelerar la respuesta al usuario, facilitarle el uso en ambientes ruidosos, con desconexión no previsible, sobre dispositivos con formato limitado. Para paliar los problemas relacionados a la entrega de información, facilitar el uso y personalizar el servicio con el cliente, se presenta una propuesta basada en un sistema intermediario. Los objetivos de dicho intermediario son a) reducir el tráfico de datos en el canal inalámbrico delegando tareas tales como la búsqueda, interacción y filtrado de la información al Intermediario aún estando fuera de línea; b) Reutilizar contenidos: reutilizar la información residente en el almacén intermedio mediante un sistema distribuido de caches y proxies; c) Personalizar la información: conociendo previamente el perfil del usuario se puede filtrar y distribuir información en forma predictiva y d) Gestionar la información del estado de los certificados con OCSP (On-line Certificate Status Protocol).

Mobile e-commerce is an increasing trend. Still, many sales sites are not adapted to mobile interfaces. Important factors in the design of successful e-commerce applications are trust, high quality graphics, and easy navigation. However, a typical design approach is to strip down functionality and this can have a negative impact on the user experience. The goal of this thesis was to create a style guide that can be used to develop responsive e-commerce sites through a mobile first implementation strategy. A style guide was created by applying modern design theory and by investigating existing e-commerce solutions. Moreover, a prototype of an e- commerce solution was developed using the style guide. This prototype was evaluated by an expert group of usability professionals. The study indicates that the style guide is a useful and effective tool in the design and development of e-commerce systems. We conclude that a mobile first strategy needs to be combined with subsequent traditional desktop design.

Denna uppsats söker att undersöka svenska m-handelkonsumenters syn på m-handel, elektronisk handel på mobilen, i ett förtroendeperspektiv. Då 77% av Sveriges befolkning idag äger en smartmobil, är smartmobilanvändningen mer utbredd än tidigare (Svenskarna och internet, 2015). Men trots smartmobilernas tillväxt har inte m-handel följts upp i samma takt och många föredrar fortfarande ehandel. För att ta reda på vad som kännetecknar svenska konsumenters tankar kring m-handel när det gäller förtroende och få en inblick till vad som skapar förtroende för m-handel har denna undersökning skapats. För att besvara dessa frågor har en nätbaserad enkätundersökning genomförts med TAMmodellen som underlag för att avgöra vilka de mer bestämmande faktorerna är när det gäller acceptansen av m-handel. Baserat på denna empiri som samlats in från enkätundersökningen har sedan ett flertal fokusgruppsintervjuer genomförts med MoTEC-modellen som grund för att få fram konsumenternas inställning till m-handel i ett förtroendeperspektiv samt avgöra vilka faktorer enligt konsumenterna skapar förtroende. Resultatet av undersökningen visar att konsumenter i överlag har en positiv syn till förtroendet för mhandel, men att många använder sig av e-handel på datorn då vana skapar ökad trygghet. Säkra betalmetoder är centrala för upplevt förtroende och var det konsumenter tittade på först för att värdera upplevd säkerhet. Andra faktorer som skapar förtroende är goda gränssnittsegenskaper med tydlig och överblickbar layout, med en högre feltolerans. Samt välformulerat informationsinnehåll i kombination med gott rykte. / This paper aims to examine swedish consumers’ views on m-commerce, mobile commerce, while taking a focus on the trust perspective of these views. The expansion of smartphones have reached a higher level than before and today 77 percent of Sweden’s population owns a smartphone (Svenskarna och internet, 2015). However, the growth of smartphones can not be applied to m-commerce as the growth of m-commerce has not reached the same level, as many still prefers e-commerce over m-commerce. This study has therefore been conducted to get an understanding of what characterises consumers’ thoughts about the trust aspects of m-commerce and to get an overview of which factors are creating perceived trust. To answer these questions an online survey was created with the TAM model as an underlying source to determine which the more defining factors are when it comes to consumers’ acceptance of m-commerce. Based on the material gathered from the survey has a number of focus group interviews been carried out with the MoTEC model applied, to get more detailed information about consumers’ views on m-commerce from a trust perspective and determine which variables increase trust. The results indicate that consumers mainly have a positive view on the trust aspects of m-commerce, yet many still prefer e-commerce, arguing that habit has a big role for added perceived trust. Secure payment methods are central for perceived trust and was the first thing that consumers looked upon to estimate the level of security. Other central factors were good interface features including a simple and reviewable layout with a higher error tolerance, in combination with well-formulated informational content and a good reputation.

The growing popularity of the internet and its activities have opened a wide range of business opportunities especially in terms of e-business. Though, reports show that the adoption rate of e-commerce in developed countries seem to be striving, a lot of developing countries still struggle with slow e-commerce adoption rate. Democratic Republic of Congo (DRC) is one these countries where e-commerce adoption is still in its infant stages. However, because of the recent infrastructure improvements and the growth in telecommunication services in the country, internet penetration, more specifically, mobile Internet penetration is growing at a significantly fast pace. This could mean opportunities for e-business services in DRC. The objective of this research is to investigate the factors that could influence online shopping adoption in DRC. This investigation was carried out by adapting an extended version of the Technology Acceptance Model (TAM). A quantitative approach was used in the collection of data and the data was edited and analyzed using the programming language, R. Also, the analytical techniques used in conducting this research include: Descriptive Statistical Methods (Cross tabulation, frequencies) and inferential Statistical Methods (Logistic Regression, ANOVA and Chi square tests). The results from this research show that contrary to the conceptualized model in the literature review where the main constructs included: Perceived Ease of Use(PEOU), Perceived Usefulness(PU) and Perceived Trust(PT), it appears that Perceived Ease of Use(PEOU) does not have any significance in a user’s intention to shop online(p>0.01). However, this research found that Perceived Usefulness and Perceived Trust have a strong statistical significance to a user’s intention to shop online. Furthermore, we found that Gender, Income and Age do not have any moderating influence on the relationship between a user’s perception and their intention to shop online in DRC. However, when the relationship between VI perception and intention to shop online is moderated by experience, we find that there is a variation between users with prior online shopping experience and those without. While these research findings make for remarkable recommendations on a user’s intention to shop online, we recommend that further research on actual usage of e-commerce be examined in DRC to get a better understanding of consumer online behaviors.

The objective of this master's thesis is to analyse trends in distribution in the German market and evaluate their importance in the retail environment. The first chapter of the thesis deals with the issue of distribution from a theoretical perspective. Analysis of the German economy and retail environment serves as a basis for further elaboration of the thesis. In the German market is growing the importance of the e-commerce and there is a tendency of integration of distribution channels. The current situation and trends in distribution channels as well as the trends of the future are outlined on the basis of secondary data. The analysis is completed by qualitative research, which determines the potential use of current trends.