Mobile social commerce solutions – An exploratory study about consumer behavior in a Hungarian context

Abstract

In the digital economy, the development of e-commerce is continuous, with additional opportunities offered by mobile commerce (m-commerce). The aim of this study is to analyze, in the frame of an online survey, the relevance of different m-commerce solutions in Hungary (as compared with China), and the possible intentions to use m-commerce applications. Moreover, the effect of word-of-mouth on mobile social media platforms on consumers’ intention to purchase and postpurchase behavior are analyzed. Based on the results, before the launch of social m-commerce applications, consumers’ education and training seem to be very important, before potential users can adopt these new solutions.