"It's the future!" : A qualitative study exploring Generation Y’s attitude towards m-commerce

Sammanfattning: Background: Mobile commerce (m-commerce) is a result of the phenomenal growth in Internet usage combined with the increasing number of mobile phone users. Entering mobile websites or apps in purchase-, sale- or trade purposes by using a tablet or smart phone, is the definition of m-commerce. To comprehend an individual’s attitude (affect, beliefs and cognition) is of importance in order to find out how the attitude towards an object will affect the consumer. Up until today, no consensus is drawn regarding the consumers attitude towards mobile shopping. Generation Y is seen as the most frequent users of mobile devices, even though previous research has not focused on exploring their attitude towards m-commerce. Research questions: 1. How are the components of attitude associated with the m-commerce factors? 2. What kind of function does each m-commerce factor fulfil? Purpose: The purpose is to explore Generation Y’s attitude towards m-commerce. Methodology: A qualitative exploratory study with elements of a case study conducted through seven semi-structured interviews. Conclusion: The study concludes that the Generation Y holds a positive attitude towards ubiquity, convenience and security, a negative attitude towards technology and localisation and a mixed attitude towards personalisation within m-commerce.