MOBILE COMMERCE AND CONSUMER PRIVACY CONCERNS

M-commerce (mobile commerce) has been gaining popularity as the smartphones proliferated and the high speed mobile data networks become increasingly ubiquitous in the recent years. This study attempts to identify the unique marketing context and features of m-commerce as compared to e-commerce, and to explore how consumers' demographic differences may affect their concerns for information privacy (CFIP) in the context of m-commerce. The APCO model (Antecedents -> Privacy Concerns -> Outcomes) is used as a framework to help derive our research model. Two perspectives about m-commerce are explored. The m-commerce consumers' demographic differences and their concerns over privacy are analyzed, based on a survey of 278 mobile phone users in U.S. It has been found that the consumers' demographic differences have varying degrees of impact on their concerns for information privacy in the context of m-commerce. These varying degrees of privacy concerns