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Mobile Commerce Ventures in Stockholm: An analysis into the latest channel taking the retail industry by storm
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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

Place, publisher, year, edition, pages
2015. , 78 p.
Keyword [en]
mobile commerce, m-commerce, mobile shopping, retailing innovation
National Category
Other Engineering and Technologies not elsewhere specified
URN: urn:nbn:se:kth:diva-168950OAI: diva2:818864
Available from: 2015-06-12 Created: 2015-06-09 Last updated: 2015-06-12Bibliographically approved

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