Management Summary 2
2.1 M-Commerce: History 7
2.2 M-Commerce: App economy 9
2.3 Adoption of m-commerce services 10
2.4 Type of Apps 13
2.5 Willingness to pay 13
2.6 Measuring willingness to pay 14
2.7 Drivers of WTP (Conjoint variables) 15
2.8 Product Involvement (control variable) 17
2.9 Consumer’s payment method (control variable) 18
2.10 Demographic control variables 19
2.11 Conceptual model 21
Chapter 3 Methodology 21
3.1 Empirical Application 21
3.2 Data descriptive 22
3.3 Measuring App attributes 24
3.4 Measuring control variables 24
3.5 Measuring WTP 25
4.1 Factor Analysis m-commerce involvement 27
4.2 Self-reported importance of displayed attributes 27
4.3 Type of app 28
4.4 Model 1: Conjoint Analysis 28
4.5 Model 2: Conjoint Analysis with interactions; Involvement and Payment Method 29
4.6 Model 3: Conjoint Analysis with interactions; Involvement, Payment Method, Age, Gender and Income. 30
4.7 Coefficient overview of all 3 conjoint models: 31
4.8 Model Summary 32
4.9 Willingness to Pay Calculations 33
Chapter 5 Conclusions and Discussion 34
5.1 Displayed attributes 34
5.2 Involvement and Payment method 35
5.3 Demographic control variables 36
5.4 Academic and managerial implications 37
5.5 Limitations and future research 38
5.6 Conclusion 39
Appendices 44
Appendix A : Web based Survey 44
Appendix B: Orthogonal design 63
Appendix C : Respondent description 64
Appendix D: Involvement Variable Dimension Reduction 66
Appendix E : Importance of Attributes 69
Appendix F: Model 1. Conjoint Analysis 69
Appendix G: model 2. Conjoint analysis with interactions; Involvement and Payment Method 70
Appendix H: Model 3. Conjoint analysis with interactions; Involvement, Payment Method, Age, Gender and income. 72
Appendix I: Type of App 75
Appendix J: WTP calculations 75
The remainder of this paper is organized as follows. In the second section a literature review is conducted in which hypotheses are developed and a conceptual framework is drawn. In the third section of the paper the appropriate methodology for analyzing the data is discussed along with estimation issues. Thereafter, the paper reports the results and discuss managerial implications. Finally the paper concludes and offer direction for future research.