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A study of consumer value-added services in mobile commerce: focusing on domestic cellular phone companies in Taiwan, China

Published: 15 August 2005 Publication History

Abstract

Mobile commerce, or e-commerce over mobile devices, has become a major topic of interest for the IS research community and a key priority for many business organizations as it is becoming increasingly evident that PC-based e-commerce has not lived up to the expectations and achieved true mass adoption. However, mobile commerce includes a large range of various services, especially with regard to numerous value-added services. Before we discuss the customers' level of demand for extra services, it is essential to understand and study the existing added services available in the market. This awareness can also assist further research. Balasubramanian et al describes eight different areas of mobile commerce value-added services. Clarke suggests four value propositions for m-commerce to define value added services characteristics. Both Balasubramanian et al and Clarke's models are commonly-used tools to test the characteristics of value-added services. Moreover, this research mainly focuses on Taiwan's current mobile commerce value-added services, while separating them into categories and characteristics. We surveyed the three largest cell phone service providers in Taiwan: Chunghwa Telecom, Taiwan Cellular Corp, TransAsia Telecommunications. We collected and sorted these providers' value-added services using the eight categories of Balasubramanian et al. and Clarke's four Value propositions for m-commerce to examine each value added service's characteristics. The purpose is to better understand the characteristics and current situations of service providers in Taiwan, as well as what areas need improvement. We also provide companies with a clear view of their deficiencies; moreover, cell phone service providers can have an accurate goal for developing future services. Moreover, we provide sufficient suggestions, thereby giving providers a clear direction for further promotions and marketing.

References

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Balasubramanian, S., Peterson, R. A. and Jarvenpaa, S. L. Exploring the Implications of M-Commerce for Markets and Marketing. Academy of Marketing Science, Vol. 30, No. 4, 2002, 348--362.
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Taiwan Cellular Corp http://www.tcc.net.tw/main/; http://www.tcc.net.tw/vas/
[14]
Chunghwa Telecom http://www.cht.com.tw/PersonalCat.php?CatID-737
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TransAsia Telecommunications http://www.tat.com.tw/; http://www.hank.net.tw/index.jsp.

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  • (2014)Assessing Mobile Value-Added Preference StructuresCross-Cultural Interaction10.4018/978-1-4666-4979-8.ch015(228-249)Online publication date: 2014
  • (2013)Assessing Mobile Value-Added Preference StructuresStrategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy10.4018/978-1-4666-1939-5.ch019(349-370)Online publication date: 2013
  • (2011)A Roadmap to the Introduction of Pervasive Information Systems in HealthcareWireless Technologies for Ambient Assisted Living and Healthcare10.4018/978-1-61520-805-0.ch001(1-13)Online publication date: 2011
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cover image ACM Other conferences
ICEC '05: Proceedings of the 7th international conference on Electronic commerce
August 2005
957 pages
ISBN:1595931120
DOI:10.1145/1089551
  • Conference Chairs:
  • Qi Li,
  • Ting-Peng Liang
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 15 August 2005

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Author Tags

  1. end-user adoption
  2. mobile commerce
  3. value added Service
  4. wireless

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Cited By

View all
  • (2014)Assessing Mobile Value-Added Preference StructuresCross-Cultural Interaction10.4018/978-1-4666-4979-8.ch015(228-249)Online publication date: 2014
  • (2013)Assessing Mobile Value-Added Preference StructuresStrategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy10.4018/978-1-4666-1939-5.ch019(349-370)Online publication date: 2013
  • (2011)A Roadmap to the Introduction of Pervasive Information Systems in HealthcareWireless Technologies for Ambient Assisted Living and Healthcare10.4018/978-1-61520-805-0.ch001(1-13)Online publication date: 2011
  • (2010)A Roadmap to the Introduction of Pervasive Information Systems in HealthcareInternational Journal of Advanced Pervasive and Ubiquitous Computing10.4018/japuc.20100701022:3(21-32)Online publication date: Jul-2010

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