Development of a tool for selecting mobile shopping site: A customer perspective

While mobile technologies and applications are rapidly and widely utilized in electronic commerce, it is extremely important to better understand the evaluative criteria from the consumer’s viewpoint in mobile shopping (m-shopping) site selection. This paper investigated the consumer-oriented criteria for m-shopping site selection. An initial criteria list was developed based on some previously validated instruments and then tested to prove its reliability and validity. The final criteria list includes three factors: assurance, merchandise, and enabling functions. This list provides multidimensional criteria for m-shopping site selection in business to consumer markets and provides great insight for managing and developing m-shopping sites.