Abstract
The convergence of the Internet and mobile communications has led to the development of an emerging market for mobile commerce. This creates a new challenge for information system personnel as they often are called upon to implement system capabilities to enable and support innovative business initiatives. This study conducted a questionnaire survey to gather perceptual data from college students in Taiwan about the use of cellular phones as an online shopping vehicle. The purpose of this research is to explore the relationships between motivating factors for online retail shopping using cellular phones and lifestyle indicators. The results of data analysis revealed the existence of significant relationships between the two sets of user characteristics variables. Significant effects of shopping motivating factors and lifestyle indicators on cellular phone users' willingness to purchase online using wireless communication devices were also found. These results may provide valuable hints for companies' implementation of mobile commerce initiatives.
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