An empirical comparison of consumer usability preferences in online shopping using stationary and mobile devices: results from a college student population 　

A. Ant Ozok and June Wei

Abstract

To determine the differences in user preferences between electronic and mobile commerce in consumer shopping, a 25-item survey concerning usability aspects of the two media was implemented on one hundred and eighteen college e-shoppers with experience in mobile devices. The Mobile Commerce Comparison Survey (MCCS) had four validated comparison factors: human factors-related, interface features, product-, and service-related factor. The comparison concludes that usability issues are perceived to be behind in m-commerce, and that m-commerce should be a shopping medium complementary to classic e-commerce rather than a direct alternative to it. Future studies may include empirical usability experiments for m-commerce tasks.

Keywords  M-commerce - E-commerce - Usability - User preferences - Survey design