vol5no2_8

Vol. 5, No. 2 February 2014 ISSN 2079-8407

Journal of Emerging Trends in Computing and Information Sciences ©2009-2014 CIS Journal. All rights reserved.

http://www.cisjournal.org

111

Consumer Attitude towards M-Commerce: The Perceived Level of

Security and the Role of Trust 1 Zakaria I. Saleh,

2 Ahmad Mashhour

1Associate Professor, IT program, American Intercontinental University, Schaumburg, Illinois, USA 2Ass Associate Professor, Department of Information Systems University of Bahrain, Bahrain

ABSTRACT The emerging industry of mobile commerce (M-commerce), while being a complex and with uncertain environment is

influencing businesses and consumers engagement at both national and international levels. The objectives of this research

are to: (1) investigate the degree to which various trust and information security factors influence consumer to engage in

mobile commerce, and (2) identify key drivers of intention to use M-commerce. The study is based on literature revision,

and a survey that was conducted on 268 individual mobile users in the USA. The results identify several factors that have

significant influence on trusting mobile commerce. The results show that previous Internet shopping experience associated

with frequency and extent of mobile use have significant influence on trusting M-commerce and the intention to use it.

This study, therefore, aims to enhance understanding of consumer behavior regarding M-commerce.

Keywords: M-commerce, Convenience, Security, Trust

1. INTRODUCTION E-commerce is indeed a revolutionary

innovation, and businesses have increasingly adopted

electronic commerce (or e-commerce) to automate their

operations and processes. Contemporary electronic

commerce involves everything from selling goods and

services via the Internet, ordering "digital" content for

immediate online utilization, to a range of services, and

there are a number of models that retailers can adopt

entire books on e-commerce have been written with far

too many concepts, and e-commerce potential service

[1,2,3,4,5,6]. The leading business and financial

institutions use the internet to exchange financial data to

facilitate domestic and international business. Data

integrity and information security however, are very

important issues for in e-commerce, and there are several

possible attack scenarios in an e-commerce system.

The increase of smartphone implementation in e-

commerce has been rapid, and the next six years will see

smartphone subscriptions triple according to the latest

Ericsson Mobility Report [7].The next phase of the

wireless industry won't just be about keeping up with the

increased need for mobile wireless device data, and over

time, users tend to discover more advanced services that

put greater demands on device capabilities. In addition, as

tablets become more frequently used in homes throughout

the world, tableaus will make a real contribution to brand

engagement and become an increasingly important feature

of a brand’s marketing programmer [8]. As in the case of

e-commerce, there are security issues which already have

been started. Security threats in mobile commerce can

range from passively eavesdropping into others’ message

to actively stealing user’s data and information.

In this research, we make the following contributions:

• We investigated the overall mobile activities of

the different mobile owners.

•

• We created an instrument and added Perceived

Trust and Convenience, to the traditional testing

that was mostly stressing on ease of use, and

Perceived Usefulness, and measured how

Convenience is influencing the Frequency of

Mobile use and how Frequency of Mobile use is

influencing the perceived trust.

• We tested the instrument’s reliability where

Several analyses were performed for factors

analysis and factor loading values to insure the

consistency of our findings.

Section 2 describes the concept of trust in the

context of M-commerce. Section 3 provides an overview

of security and summaries the Security threats in M-

commerce. In Section 4, we describe the research method.

Section 5 provides a description of the hypotheses. We

conclude the research in Section 6, with the data analysis

and the research findings.

2. SECURITY OVERVIEW The concept of Electronic Commerce (e-

commerce) has revolutionized business operation and

services remarkably. E-commerce provides means for

business automations, and established the exchange of

goods and services over the Internet. Now a day, all major

retail brands have an online presence. In addition, the

advancement in the Information and communication

technology (ICT), and the deployment of wireless Internet

capabilities, provided means for M-commerce to be an

expansion of e-commerce. Mobile technology and

composter networks have sped up many of our work

processes to increase productivity more than ever before

[12]. Undoubtedly, the technical advancement will

continue to influence how companies sell and market their

products, and many new applications are becoming

possible, and many existing e-commerce applications can

be modified for a mobile environment [13].

Unfortunately, the development of high-tech

communications has outpaced the discipline necessary to




112

secure the shared information and threats to business

security are becoming more complex.

Security threats in M-commerce can range from

passively eavesdropping into others’ message to actively

stealing user’s data. In a study conducted by Web credible

in 2011 [14], found that the mobile users, especially the

ones using Android and Blackberry phones were

concerned about security issues like having their phones

hacked, or infected with viruses that could cause their

personal information to get intercepted or stolen.

In general, the mobile customer and the e-

merchant involved in an m-commerce transaction should

ensure Confidentiality (the messages are kept secret),

Authentication (that each party knows who the other party

is), Message Integrity (the messages are passed from

sender to receiver unaltered or modified), Prevent Replay

Attack (detect, prevent, and reject any unauthorized re-

sending of messages), and Non-repudiation (neither party

can later claim that the exchange did not take place). With

smartphones though, users still feel more exposed and

lack this sort of recognizable protection. Business will

lose customers if the mobile security system is not secure

enough [14].

With advancement of cutting-edge technologies

and state-of-the-art tools implemented in both, traditional

commerce is facing titanic shifts with respect to customer

behaviors. Today, traditional commerce is almost

vanishing in thin air with the arrival of mobile- and e-

commerce. Total smartphone subscriptions expected to

reach 1.9 billion by the end of 2013 and are expected to

grow to 5.6 billion in 2019 [7]. A major determining

factor for the success of m-commerce is service

affordability—such as low access [15]. Different

generations of wireless communication systems have been

developed to provide high data rate, high mobility, and

diverse applications, with high efficiency and high

flexibility, which suggest that M-commerce will become

widely available [15]. While this means loads of

opportunities, there's also a dark cloud and more security

issues to worry about.

The global use of wireless technologies adds

further complexity to issues in m-commerce [1], and the

enhanced functionality and greater levels of mobile

services require an in-depth understanding of consumer

perceptions and behavior. Mallat [17] in 2007, examined

consumer adoption of mobile payment perceived trust and

risks and found Several barriers to the adoption of mobile

payments, including lack of widespread merchant

acceptance and perceived risks. Kim et al. [18] developed

Value-based Adoption Model (VAM) and explained

customers' M-Internet adoption from the value

maximization perspective, and Mao et al. [19] studied

the key factors that influence the usefulness, ease of use,

and intentions to use advanced mobile Internet access

and payments. However, the consistency between attitude

and intention has been studied and researchers have

demonstrated that the various attitudinal qualities

moderate the attitude-behavior relationship, such as direct

experience [20], and attitude confidence, which

unfortunately have been overlooked in M-commerce

adoption studies [21]. Attitude confidence plays a

significant role in explaining intention, and it is a focal

construct in studying consumer behavior as it is more

susceptible to marketing intervention [22].

3. RESEARCH METHOD The key intention of this paper is to investigate

the degree to which various trust factors and information

security would influence consumer to engage in mobile

commerce, and to identify key drivers of intention to use

M-commerce. A survey instrument in the form of

questionnaire was developed through data collected from

previous studies on acceptance of mobile banking and

online shopping. Several questions were constructed in

the questionnaire based on the objectives of the research.

Gathering information from the customer in the

interaction to understand the customer more thoroughly

and better serve him or her [23]. Likert-type Scale

questions are used in order to identify the respondents’

perceptions towards engaging in M-commerce. Table 1

explains the Questionnaire’s Scale items.

Convenience sampling method was used. It is

sampling types that involves the sample of accessible

subjects that are available to participate in the research

study and are willing to participate. There are two

reasons of using this sampling type. First, it provides

means for easily obtaining the raw data for the further

analysis. Second, it provides cost and time saving.

However, the respondents were randomly selected from

two major shopping malls in the Chicago metropolitan

area.

4. HYPOTHESES DESCRIPTION The concept of customer experience was first

recognized years back when the notion of consumption

experience and hedonic consumption were discussed by

Holbrook and Hirschman [24]. More recently, many

authors were focusing on the concepts of customer

experience as a factor to gain a competitive advantage for

companies and destination marketers [3,25,26,27,28,29],

and Internet shopping experience was significantly

associated with attitudes to Internet shopping and

intentions to shop online [30,31].

H1: Exposure to M-commerce positively influences

the future intention to use.

H2: Frequency of Mobile use has a positive influence

on future M-commerce intention to use.

This research assumes that convenience plays a

prominent role in choices of today’s consumers. M-

commerce aims to utilize mobile devices and wireless

connection in combination with E-commerce systems,

allowing shoppers to experience convenient, instant and

suitable shopping at unrestricted time and place.




113

H3: Convenience has a positive influence on

Frequency of Mobile use

Table 1: Scale items of the Questionnaire

Variable Scale item Statements Source

Perceived Trust

(PT)

Mobile commerce is reliable. New Item

Using Mobile commerce, I can rely on business to keep the promises that they make. New Item

I Will not trust Wireless communications until I have clear evidence that it can be

trusted New Item

Wireless communications cannot be trusted; there are just too many uncertainties. New Item

Mobile commerce has the chance of fraud. New Item

Convenience

(CON)

I Could shop anytime I want to Jiang et, al [2013]

I Could order products wherever I am Jiang et, al [2013]

The websites are always accessible Jiang et, al [2013]

Easy to understand and navigate websites Jiang et, al [2013]

I can search for desired products quickly Jiang et, al [2013]

There are Variety of search options to find the same product Jiang et, al [2013]

I am satisfied with the ability of merchants to prevent security threats Jiang et, al [2013]

I am satisfied with the way the merchants protect my information while in

transaction Jiang et, al [2013]

Perceived

security (PS)

I believe my information will not be lost during a session Yousafzai et al [2009]

I believe that the security system will confirm my identity before disclosing account

information Yousafzai et al [2009]

I believe that the security system will confirm my identity before processing

transactions Yousafzai et al [2009]

I believe that the security system provides a secure environment in which to bank Yousafzai et al [2009]

I believe my transaction information will only reach the target bank account Chellappa [2003]

I believe that the security system does not allow unauthorized access to the account Chellappa [2003]

I believe that the security system stops any unauthorized changes to a transaction Chellappa [2003]

Perceived

Usefulness

(PU)

M-Commerce transactions save more time. Davis, [1989]

M-Commerce makes it easier for me to do shopping. Davis, [1989]

M-Commerce helps me to know the state of my order faster. Davis, [1989]

M-Commerce provides me prompt and efficient services. Davis, [1989]

M-Commerce provides systems to give appropriate feedback. Davis, [1989]

M-Commerce gives the joy of controlling my financial transactions. Davis, [1989]

There are mixed results for the effect of

frequency of online shopping and the comfort of online

shopping. Leeraphong and Mardjo [4], in their study of

doing business through online social network and

consumers purchase intention through Facebook. The

frequency and comfort of online shopping did not

encourage some respondents to purchase product through

Facebook, and assumed that this may have been caused

by other factors that were more important such as trust

and perceived risk. McCole and Palmer [2] conducted an

empirical study discussing the relationship between

transaction frequency and trust in Internet buying

behavior and found that trust increased with increasing

use of the Internet.

H4: Frequency of Mobile use has a positive influence

on the perceived trust.

H5: The perceived trust has a positive influence on

the intention to use M-commerce services

Strong emotions affect human decision-making

processes. Fear is generally caused by the known, not the

unknown. Most Consumers know what happens when

their information systems are compromised. When major

security incidents take place, the news is made public,

and the organization faces a loss of reputation. This

knowledge is sufficient to cause fear among online

shoppers as well as mobile shoppers. With cybercriminals

now targeting mobile devices, securing smart phones is

more important than ever. Therefore, Consumers’ trust in




114

their electronic transactions is vital for the sustained

progress and development of M-commerce.

H6: The Perceived Level of security has a positive

influence on perceived trust

H7: Perceived Level of security positively influences

the intention to use M-commerce.

5. ANALYSIS AND RESEARCH

FINDINGS

The hypotheses were tested with a survey

involving 268 customers in two U.S shopping malls. The

data was analyzed using SPSS for Windows, version 15.

The reliability of the instrument’s constructs was

conducted to determining the degree of inconsistency in

observations due to random error. The purpose of

reliability testing is to provide confidence that the

instrument meets its reliability requirements.

Table 2: Factor Loading

PS PT CON PU

PS1-0.711 PT1-0.585 CON1-0.835 PU1-0.835

PS2-0.671 PT2-0.586 CON2-0.734 PU2-0.665

PS3-0.826 PT3-0.573 CON3-0.685 PU3-0.778

PS4-0.762 PT4-0.596 CON4-0.622 PU4-0.625

PS5-0.646 PT5-0.784 CON5-0.656 PU5-0.677

PS6-0.753

CON6-0.626 PU6-0.734

PS7-0.644

CON7-0.685

CON8-0.652

Table 3: Reliability Test

Determinants No. of items Reliability

PS 7 0.83

PT 5 0.66

CON 8 0.84

PU 6 0.61

The instrument was tested for reliability using

Cronbach’s coefficient alpha estimate. Several analyses

were performed for factors analysis and factor loading

values were obtained using varimax rotation. The results

of the reliability testing are illustrated in table 2 and table

3. As shown in table 2, most of the factor loading for each

constructs exceeded 0.6, which indicates significant level

of convergent validity. The items statements for which

were asking the participants to select an opinion on a 1-7

Likert scale where 1 indicates “strongly disagree” and 7

indicates “strongly agree.” The demographic profile of

the respondents and the mobile use of respondents is

described in table 4 and table 5.

Table 4: Demographic profile of respondents

Has Mobile phone 100%

Gender of the Respondents Male 44.00%

Female 56.00%

Age of the Respondents

18-25 44.03%

26-35 16.42%

36-45 13.81%

46-55 15.30%

>55 10.45%

Years of Experience with

Mobile Phone

<1 year 0%

1-2 Years 7.09%

3-4 Years 28.73%

5-6 Years 35.82%

7- 8 Years 7.84%

9-10

Years

6.34%

> 10

Years

4.10%

Table 5: Mobile use of respondents

Total (268)

Mobile

Shoppers

(153)

Non

Mobile

shoppers

( 115)

Frequency Of Mobile Use

More than 10 times a day 20.26% 13.91%

Between 6 and 10 times a day 30.72% 27.83%



Several times a week 9.80% 9.57%

Once a week 1.31% 3.48%

Less frequently 0.00% 0.87%

As indicated in the Theoretical Framework

section, the sample was chosen using the convenience

sampling method, where about 60% were between 18-35

years old and about 10% were older than 55 years of age,

and about 54% have more than 5 years of experience with

mobile phone. The study found that 56% of the

respondents have smartphones. The study also found that

mobile shoppers use their phones for a variety of

shopping activities (see table 6). The highest activity was

software downloads, where 67% of the respondents

indicated that. 48% of consumers look up prices on a

store’s website, while 57% of the users, use their mobile

to search for deals. In addition, not only will consumers

use mobile devices to research products, but 24%

indicated that they would try and make purchases

directly from their mobile devices.




115

Table 6: Mobile Activities

Activities % *

Browsing Shops without purchasing 48%

Software Downloads 67%

shopping for deals 57%

Purchasing 6%

6. HYPOTHESIS TESTING The First Hypothesis (H01): Consumers’

exposure to M-commerce positively influences the future

intention to use. Testing this hypothesis, in the scale of 1

to 7, the mean score for exposure to M-commerce is 3.49

and the mean score for the intention to use is 4.47. The

standard deviation of the exposure to M-commerce is

1.68 and the median is 5.12, where standard deviation of

the intention to use is 0.87 and the median is 5 . A

Pearson's correlation was run to determine the

relationship between the participants’ exposure to M-

commerce and the intention to use values. There was a

very strong, positive correlation (r = 0.88, N=268, p <

.001).

The Second Hypothesis (H02): Frequency of

Mobile use has a positive influence on the future M-

commerce intention to use. The mean score for frequency

of mobile use is 5.63 and the standard deviation of the

Internet security score is 1.39 and the standard deviation

of the frequency of mobile use is 1.55. We tested to see if

the slope significantly different from zero, and found that

there was a very strong, positive correlation between

frequency of mobile use and intention to use M-

commerce (r = 0.93, N=268, p < .001). While data was

collected from mobile shoppers and the non- mobile

shoppers, testing the second hypothesis, we used all

respondents regardless of being mobile shoppers and the

non- mobile shoppers.

The Third Hypothesis (H03): Convenience

has a positive influence on the frequency of mobile use.

Testing this hypothesis, the mean score for convenience is

4.78 and the standard deviation of the convenience score

is 1.22. Testing the correlation between convenience and

frequency of mobile use, we found that the P value to be

(r = 0.76, N=268, p < .001) which is considered strong.

The Fourth Hypothesis (H04): Frequency of

Mobile use has a positive influence on the perceived trust.

To seek the association between the users' frequency of

mobile use and tendency to trust M-Commerce, the mean

score for perceived trust is 4.32, the median is 4.40, and

the standard deviation of the perceived trust is 0.98. The

Pearson correlation coefficient is found to be (r = 0.31,

N=268, p < 0.05) . This means the positive correlation

between the two measurements is statistically significant

though it is weak.

The Fifth Hypothesis (H05): The perceived

trust has a positive influence on the intention to use M-

commerce services. The Pearson correlation coefficient

between the perceived trust has a positive influence on

the intention to use M-commerce is (r = 0.72, N=268, p <

0.01) , which indicates a strong positive correlation, and

that the correlation is very significant.

The Sixth Hypothesis (H06): The Perceived

Level of security has a positive influence on perceived

trust. Testing this hypothesis, the mean score for level of

security is 4.88 and the standard deviation of the level of

security 1.05 and the median score is 5.10. We tested to

see if the slope significantly different from zero, and

found that (r = 0.72, N=268, p < 0.01), which is

considered very weak and considered not extremely

significant.

The Seventh Hypothesis (H07): Perceived

Level of security positively influences the intention to use

M-commerce We stated to see if there is a correlation

between the perceived level of security and the intention

to use M-Commerce we found that the P value to be (r =

0.81, N=268, p < .001). Based on the above testing result,

we can accept the hypothesis.

7. CONCLUSION Lack of trust has been found to be a significant

factor influencing the acceptance of M-commerce

services. Trust is important during situations that are

perceived to be insecure, and M-commerce exposes

consumers to new vulnerabilities and security risks. The

results show that previous Internet shopping experience

and frequency and time length of mobile use have

significant influence on trusting M-commerce and the

intention to use M-commerce.

Perceived convenience had a positive effect on

perceived usefulness and continuance intention. The

findings show that intention to use M-commerce can be

predicted by attitudinal and perceived behavioral

convenience factors. The results from this study have also

shown that the perceived security has a marginal impact

on the users' tendency to trust M-commerce (very weak

and not extremely significant relationship between

perceived level of security and trust.). And while the

research assumed that with cybercriminals targeting

mobile devices, securing smart phones is more important

than ever, and would impact trust in M-commerce, but the

week relationship sounds as if the user evaluates “each

situation” and compare the levels of trust versus the

perceived level of security. If trust is high, the consumer

will engage in M-commerce. So, it becomes the

merchant's responsibility to establish such trust.

REFERENCES [1] McKnight, D. H., Choudhury, V., Kacmar,

C.,(2002). Developing and Validating Trust

Measures for e-Commerce: An Integrative

Typology. Information Systems Research, Volume

13, Number 3, pp. 334–359




116

[2] McCole, P., and Palmer, A., (2002). “Transaction

Frequency and Trust in Internet Buying

Behaviour”, Irish Marketing Review, Volume 15,

Number 2, pp. 35-50.

[3] Schmitt, B. (2003) “Customer Experience

Management: A Revolutionary Approach to

Connecting with Your Customer. New Jersey:

Wiley and Sons.

[4] Leeraphong, A., and Mardjo, A.(2013). Trust and

Risk in Purchase Intention through Online Social

Network: A Focus Group Study of Facebook in

Thailand. Journal of Economics, Business and

Management, Vol. 1, No. 4, pp. 314-318

[5] Bradach, J. L., & Eccles, R. G. (1989) Price,

authority, and trust: From ideal types to plural

forms. Annual Review of Sociology, Volume 15,

pp. 97-118.

[6] Forster, D. (2012), How a secure ecommerce

website design will instill trust in potential buyers.

Articleslash.net, Retrieved from the WWW on

August 22, 2013 at

www.articleslash.net/article_680770.pdf

[7] Ericsson (2013). Ericsson Mobility Report on The

Pulse of The Networked Society, Document No:

EAB-13:063042 Uen, Revision A.

[8] Hacon, T. (2013) "T-Commerce – What the tablet

can do for brands and their consumers". Governor

Technology. Retrieved November 15, 2013, from

www.governor.co.uk/news-plus-

views/2013/march/t-commerce-what-the-tablet-

can-do-for-brands-and-their-consumers/

[9] Yousafzai, S., Palliser, J., and Foxall, G., (2009).

Multi-dimensional role of trust in Internet banking

adoption. The Service Industries Journal Vol. 29,

No. 5, pp. 591–605

[10] Cofta, P. (2006). Convergence and trust in

eCommerce, BT Technology Journal, Volume 24,

Issue 2, pp. 214-218

[11] Lee, M. K. O., & Turban, E. (2001). A Trust

Model for Consumer Internet Shopping.

International Journal of Electronic Commerce,

Volume 6, Number 1,pp. 75-91.

[12] Frost & Sullivan (2011). Using Mobile Solutions

to Improve Insurance Sector Performance, A Frost

& Sullivan White Paper, Retrieved from the

WWW on October 2, 2013 at www.frost.com

[13] Wadhaval, A., Mehta, R., and Gawade,A., (2013).

Mobile Commerce and Related Mobile Security

Issues. International Journal of Engineering Trends

and Technology (IJETT) - Volume 4, Issue 4, pp.

668-670

[14] Web credible (2011), Mobile survey results! Is the

55+ market satisfied? Accessed on October 22,

2013 at: www.webcredible.co.uk/blog/mobile-

survey-results

[15] Grami, A., and Schell, B.H., (2004).Future Trends

in Mobile Commerce: Service Offerings,

Technological Advances and Security, Proceedings

Second Annual Conference on Privacy, Security

and Trust, University of New Brunswick, Canada

[16] Dai, H., and Palvia, P. (2009). Mobile Commerce

Adoption in China and the United States: A Cross-

Cultural Study. The Data Base for Advanced

Information Systems. Volume 40, Number 4. pp.

43-61

[17] Mallat, N. (2007). “Exploring Consumer Adoption

of Mobile Payments - A Qualitative Study”,

Journal of Strategic Information Systems, Volume

16, Issue 4, pp. 413-432

[18] Kim, H.W., Chan, H. C., and Gupta, S.

(2007),“Value-based adoption of mobile internet:

an empirical investigation,” Decision Support

Systems, Volume 43, Number 1, pp. 111–126

[19] Mao, E., Srite, M., Thatcher, J.B., and Yaprak, O.,

(2005), “A research model for mobile phone

service behaviors: empirical validation in the U.S.

and Turkey”, Journal of Global Information

Technology Management, Volume 8, Number 4,

pp. 7-28.

[20] Fazio, R. H. and Zanna, M. P. (1978), “Attitudinal

qualities relating to the strength of the ttitude-

behavior relationship,” Journal of Experimental

Social Psychology, Volume 14, pp. 398-408.

[21] Chong, A. Y. L., Darmawan, N., Ooi, K. B., and

Lee, V. H.(2010), “Determinants of 3g adoption in

Malaysia: A structural analysis “ Journal of

Computer Information Systems, Volume 51,

Number 2, pp. 71-80.

[22 Bergkvist, L. (2009), “The role of confidence in

attitude-intention and beliefs-attitude

relationships,” International Journal of

Advertising, Volume 28, Number 5, pp. 863-880.

[23] Gremler, D. D. and Gwinner, K. P.(2008),

“Rapport-building behavours used by retail

employees,” Journal of Retailing, Volume 84,

Number 3, pp. 308-324.

[24] Holbrook, M. B. and Hirschman E. C. (1982),

“Experiential Consumption: Consumer Fantasies,

Feelings, and Fun,” Journal of Consumer Research




117

, Volume 9, pp. 132-140.

[25] Caru, A. & Cova, B. (2003). “Revisiting

consumption experience: A more humble but

Complete view of the concept”, Marketing Theory,

Volume 3, Number 2, pp. 267-286.

[26] LaSalle, D. & Britton, T. A. (2003).“Priceless:

Turning Ordinary Products into Extraordinary

Experiences”, Boston: Harvard Business School

Press.

[27] Ponson by-McCabe, S. & Boyle, E. (2006)

“Understanding Brands as Experiential Spaces:

Axiological Implications for Marketing

Strategists”, Journal of Strategic Marketing,


[28] Prahalad, C. K. & Ramaswamy, V. (2004). “Co-

Creation Experiences: The Next Practice in Value

Creation”, Journal of Interactive Marketing,

Volume 18 Number 3, pp.5-14.

[29] Smith, W. A. (2003). “Does B and B Management

Agree with the Basic Ideas behind Experience

Management Strategy?” Journal of Business and

Management, Volume 9, Number 3, pp. 233-246.

[30] Doolin, B., Dillon, S., Thompson, F., & Corner, J.

L. (2005). Perceived Risk, the Internet Shopping

Experience and Online Purchasing Behavior: A

New Zealand Perspective. Journal of Global

Information Management, Volume 13, Number 2,

pp. 66-88.

[31] Vijayasarathy, L. R., & Jones, J. M. (2000). Print

and Internet Catalog Shopping: Assessing

Attitudes and Intentions. Internet Research,


AUTHOR PROFILES

Dr. Zakaria I. Saleh: An Associate Professor in

Information Technology at American Intercontinental

University, USA. Besides academia, his work experience

ranged for simply providing technical support and non-

conformance resolutions for a “Compaq Computers” PC

Configuration Center, to working on the design and

development of electronic control systems in the

Automotive Industry, where he has contributed to the

introduction of the M2M (Machine to Machine)

Communication Systems. Prior to joining academia, he

was working as a Project Engineer, at Case Corporation,

an International Designer and Manufacturer of

Agricultural and Construction Equipment, located in the

USA. He was the lead engineer to work on the design and

development of web based Fleet Management System.

Dr. Ahmad Mashhour: He is currently an

associate professor at the University of Bahrain,

Information System Dept. Earned his PhD in Information

Systems from University of London (LSE), UK,1989. He

also joined other universities in the middle East for some

time including University of Qatar, and Yarmouk

University of Jordan. His research interest includes

Simulation modeling and Analysis, Information security,

e-business, and e-learning.

vol5no2_8

Documents