Mobile Commerce Role Chain Model Based on Customer Value Perceived

Wireless communication and Internet services are converging to provide an unprecedented level of convenience for online shopping. Based on the review of value theory, especially on the newly research on the perceived value, the authors develop a framework that incorporates ten kinds of roles and three layers, as well as value chain. Because of the pervasiveness of perception criticality as an important characteristic of the mobile commerce, they also investigate the influence of consumers´ value consciousness. This study focuses on the perceived value of a new service delivery Model, presents the Mobile Commerce Value Chain Role Model. They reveal that the value perceptions, which in turn influence behavioral intentions of customers.