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Tablet and social media adoption in m-commerce: An exploratory study

Jean-Éric Pelet, Panagiota Papadopoulou

Abstract: M-commerce success presents a continuous and evolving challenge for vendors thanks to the proliferation of mobile devices and the most recent adoption of tablets by online consumers. The growing use of tablets reshapes the mobile environment, adding a new channel in the competitive online arena for customer reach and retention. In this emerging setting, understanding consumer perceptions and behavior with tablets is necessary in order to leverage the potential of tablets for m-commerce and social media. In this direction, this paper presents an exploratory qualitative study on the perceptions and use of tablets, in the context of social media and m-commerce. Our analysis reveals factors that influence the adoption of tablets for m-commerce and social media and provides insights for designing m-commerce websites for vendors integrating tablets into their m-commerce endeavors. 

Additional Info

  • Author(s) Name: Jean-Éric Pelet[1], Panagiota Papadopoulou[2]
  • Author(s) Affiliation: [1]KMCMS, Associate Professor of Marketing and Information Systems IEMN-IAE, University of Nantes, France, 33 rue Laurence Savart, 75020 Paris [2]University of Athens, Dept of Informatics and Telecommunications, Panepistimiopolis 15784, Athens, Greece
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: Tablets, social media, mobile commerce, consumer behavior, trust
  • Article Type: Research
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