Abstract

Anytime/anywhere services offered through mobile commerce hold great potential to serve customers in wireless environments. However, there is limited understanding of how to best tailor mobile interaction and design for individual differences. This paper seeks to explore the influence of individual differences (namely culture, gender and age) on the design (namely information design, navigation design and visual design) and satisfaction of mobile devices. Sixty subjects who differ on cultural, gender and age dimensions were tested in a controlled laboratory experiment on a mobile product, an Internet enabled phone. The results of this exploratory analysis were inconclusive in terms of cultural and gender differences, but significant differences were found between older and younger subject groups. Consistent with findings in the stationary Internet domain, design elements were found to impact satisfaction with mobile services. Implications and limitations of this research are presented, emphasizing the importance of additional investigations.

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