The rapid growth of u-commerce, the new generation of e-commerce, together with the need for the adoption of new technologies, has necessitated the need for effective organizational changes to this challenging and eminent trend. The authors posit that firms should explore the consumers’ perception of u-commerce and further exploit the strategic advantages of u-commerce with reference to their adoption of new u-commerce technologies. They propose a conceptual reference framework for helping organizations deal with this dynamic situation.
|Title of host publication||Ubiquitous commerce for creating the personalized marketplace : concepts for next generation adoption|
|Publisher||Information Science Reference|
|Number of pages||12|
|Publication status||Published - 2009|