A Comparative Study on E-Commerce vs M-Commerce: The Future of Online Marketing PDF

National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X A Comparative Study On "E-Commerce Verses M-Commerce: The Future of Online Mark...

National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X A Comparative Study On "E-Commerce Verses M-Commerce: The Future of Online Marketing" Madhusmita Choudhury* Assistant Professor, Presidency College Berhampur, Odisha, India. I.G. Srikanth** Assistant Professor, RNS Institute of Technology, Bangalore, Karnataka, India. Abstract Electronic commerce, combined with mobile commerce, is probably going to become a serious business development across the world within the close to future. Asian country is presently within the midst of an e- commerce and m-commerce revolution. The web has introduced a major wave of amendment. Communication patterns have modified and interaction with companies happens via internet sites. As a result, web is driving the creation of recent channels that reach the scope and scale of commerce to e-commerce then m-commerce. The web has enabled makers, retailers, wholesalers and suppliers to speak and interact their business higher, quicker and cheaper during a wide-range of markets. It's Sceptres the shoppers by giving them access at anytime and a wider alternative of merchandise and services than before. Without doubt, each e- commerce and m-commerce are at a emerging stage in Asian country however these have immense growth prospects within the country. this text examines the distinguish options of m-commerce from those of e- commerce and determine the key factors that influence the long run of on-line promoting, so as to produce a scientific and comprehensive understanding of e-commerce and m-commerce, together with its utility for each shoppers and service-providers, therefore on create them attentive to the new business opportunities arising out of this convergence. Keywords: Customer satisfaction, Customer loyalty, Communication technologies, E-commerce, convergence, m-commerce, online marketing, and revolution. Introduction In ancient days people used Barter system to get their needed goods or services. People exchange their goods/services to get the desired goods/services and this system still exists in this byte age of web, people exchange money to get their desire goods/services (Zakaria Mammar, 2003). Bargaining (one user and one provider), Bidding (one user and several providers), auctioning (one provider, several potential users and one broker) and clearing (several users, several providers and one broker) are now in existence to get the desired goods/services. (Liand, T. P., and Huang, J. S, June 2000) E- Commerce The buying & selling of Products & services over the web is E-commerce. E-commerce is defined as ―Transactions are regarded as e-commerce, when the offer as well as purchase or the actual availment of a product or service is carried out in electronic form, using a computer-mediated network against monetary payment‖ (Fischer, I. 2003). It may also define as ―any transaction completed over a computer-mediated network that involves the transfer of ownership or rights to use goods or services‖ (Mesenbourg, T. L., 2001). The Internet and e- technologies have staggeringly modified the means of doing business normally, and commerce particularly. Users have additional opportunities to be told concerning this trend of the market before A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 1 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy Electronic copy available available at: at:https://ssrn.com/abstract=2549115 http://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X creating any call. Users are unceasingly browsing the web in addition as being swamped with info from totally different on-line sources. Additionally, there's not a need to travel to a library to buy one‘s favourite sports magazine. Many websites exist that permit users to submit on-line orders. This manner of doing business constitutes a neighbourhood of what's usually referred to as e-commerce. net looking is just a tiny low a part of the full e-commerce image that covers many varieties of businesses that vary from customer-based retail sites like Amazon.com (business-to-consumer), to auction and music sites like eBay, and to business exchanges commercialism goods/services between firms (business-to-business). E-commerce is seen as a general term for any kind of business, or industrial dealings that involves the transfer of knowledge across the web (Elsen, I., Hartung, F., Horn, U., Kampmann, M., and Peters, L., September 2001). E-commerce puts new demands not solely on support and delivery IT, however conjointly on the means business processes ought to be designed, deployed, and maintained. many individuals in numerous locations and with different hardware and software package resources might at the same time initiate purchase requests for identical product however with different choice criteria. Dependableness, efficiency, measurability, and fault- tolerance are among the options that ought to be embedded in e-commerce processes. To assess the added of those processes, it's crucial to bear in mind of their kind. Processes that facilitate potential customers, whether or not people or businesses, in locating the goods/services they have are essential. At identical time, processes that permit suppliers to form customers tuned in to their product are necessary. At this time, websites are packed with advertising banners that change users to enter and visit supplier sites with one click. (Zakaria Mammar, 2002) E-commerce as a part of the full e-business evolution has been the item of major changes (Liand, T. P., and Huang, J. S., June 2000). First, businesses started the medical aid of their knowledge to form it offered on-line. This knowledge enclosed the business‘s profile and catalogues. Initially, businesses didn't decide to adapt their business processes. Later, businesses set to undertake the re-engineering of their processes as a result of the pressure to stay competitive. The normal means of satisfying users‘ desires might not deal with the challenges given by the new context with its advanced features: gain, competition, alliances, and market volatility. Adjusting the business‘s power to the context, therefore, became vital. The third stage consisted of providing on-line forms to capture users‘ desires expeditiously and accurately. There was not the requirement to send faxes or decision vendors to induce orders completed. To conclude any purchase dealings, monetary partners were invited to affix the shopper-vendor relationship. Guaranteeing the safety of the payment method and also the exchange of personal info was and still may be a major concern. Succeeding stage within the e-business evolution was the providing of customized services. The aim of customized services is to incorporate the profiles of users in terms of preferences and interests once operating to meet their desires. Now, the trend of e- business is towards joint ventures wherever business processes are incorporated. Despite the growing variety of e-commerce sites, conducting e-commerce operations continues to be difficult. Numerous obstacles exist. First, relevant websites with access to catalogues ought to be discovered. Second, the means these sites operate must be understood. Third, desires ought to be such that in keeping with the characteristics (terminology) of the sites. Last however not least; security issues will occur once sensitive info is submitted. Many times, obstacles that face novice users upset them and also the whole e-shopping expertise ends in frustration. Rather than supporting users, it's creating things additional advanced. As an immediate consequence, users might merely inter communicate the competition or conceive to return to the normal means of shopping: raise friends to accompany them, visit outlets, refer to vendors, and discount for higher deals. It ought to be noted that after it's introduced into the method, the ―social context‖ is unheeded. One among the challenges that require endeavour within the close to future is the way to integrate the social context into the A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 2 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy Electronic copy available available at: at:https://ssrn.com/abstract=2549115 http://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X event of any user-oriented systems. Schummer argues that whereas e-commerce applications aim at easing the method of looking by simulating world experiences, these applications sadly don't embrace social factors in their simulation (Schummer, T., 2001). Users generally split and everybody is looking as if they were alone in an empty store. A survey find that 90% of the shoppers would like to interact with the shopkeeper while shopping (Schummer, T. 2001). Kraft, Pitsch, and Vetter, argued that, the malls on the web are characterised by a 2D illustration, navigation in keeping with links, single-user environments, and static environments that lack realism and interactivity (Kraft, 2000) while in real shopping is a process where buyers seek advice, share their expectations & experiences with others. To reduce such obstacles to e-commerce, experimental technologies this aims at supporting users. The aim of those technologies is to draw additional attention of customers and encourage them to participate in on-line business. M-Commerce M-commerce is referred as ―mobile e-commerce (Zhang, J.J. et al., 2004) as its transactions are performed via a mobile terminal and a wireless network. M-commerce may define as ―the buying and selling of goods and services, using wireless hand-held devices such as mobile telephones or personal data assistants (PDAs)‖ (UNCTAD, 2002). It is acknowledged that the web is taking part a crucial role in our lifestyle. The web has become a vehicle for services instead of simply a static repository of knowledge. Airline booking and edifice booking are samples of these services. We also witness speedy progress in wireless and hand-held technologies. Telecom corporations now a day‘s provides opportunities like reading emails and sending SMS messages. Surfing the net because of the Wireless Application Protocol is another proof of the wireless technology development. We have expectation that in future, telecom corporations will allow its users to buy or sell things without getting connected to the wired network. M-Commerce is the new trend and is driving for the long run development of e-commerce. An e-commerce value-chain represents a collection of business processes that implement interactions between web shoppers and e-commerce systems. Song and Whang advised a price chain of eight processes: attract, interact, customize, transact, pay, deliver, service, and Personalize (Song, I. Y., and Whang, K. Y., March 2000). Application of these value chains to M-commerce need fine-tuning because of wireless communication channels and mobile devices. Mobile applications have their own set of obstacles. This positively interprets into a further burden on application developers. Developers are placed on the line for satisfying the promise of companies and repair suppliers in delivering web content to mobile devices. Developers should address to with successfully outline, design, and implement the mandatory hardware and software package infrastructure for m-commerce (Varshney, U., Vetter, R. J., and Kalakota, R, Oct 2000).The screen size of mobile devices is extremely crucial once coming up with interfaces for purchasers. Communication channels and their dependableness and potency are still a priority. Despite all of those impediments, additional advances still drive the wireless field. Indeed, new wireless standards are perpetually agrees, and also the variety of devices and programming languages that support mobile applications and content delivery continues to grow. 3G systems with their data-transmission rate up to 384Kbps for wide-area coverage and 2Mbps for local-area coverage can offer prime quality streamed web content. (Elsen, I., Hartung, F., Horn, U., Kampmann, M., and Peters, L., Sep 2001). Besides this M- commerce is also useful because many services like nearest ATM, nearest hotel and many such locations can only be traced by determining the current geographic locations of the user. European Information Technology Observatory (EITA), find that Mobile internet & Mobile content services together generated revenue of less than 9 million in the whole of western Europe in 2001 (EITO, 2002). Just after 2 years, Germany has registered an impressive growth in revenue with Mobile internet & Mobile content service, which reach 280 Million. Consecutively Great Britain generated 212 Million and France generated 127 A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 3 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X million (EITO, 2004). The revenues were generated by the paid services of the mobile users, demand for few mobile financial services raised 92 % in Germany by bank customers and around 75% of them are ready to pay for these services (Tiwari, R., Buse, S. and Herstatt, C., 2006). Comparison Of E-Commerce And M-Commerce Modern corporations throughout the globe have paid a good deal of attention to determine and maintain e- commerce services so as to determine economic relationships with customers. The ‗conventional‘ means of commerce was for patrons to jaunt vendors. With e-commerce, now, shoppers don't travel physically to vendors; with m- commerce, vendors will return to customers. It ought to be noted here that m-commerce may be a totally different commerce market than e-commerce within the sense that variations lay primarily between transactions and access of information. As Friesen (2002) observes: ―E-commerce is homeward-bound towards supporting and realizing transactions, and is usually concerning shopping for and commerce, whereas m-commerce is anticipated to be for the most part information driven.‖ M-commerce, however, relies on a technology that's thought-about to be associate degree extension of e-commerce with the key distinction that customers will conduct their business a lot of effectively associate degree expeditiously at an ―anywhere and anytime basis‖. it's general knowledge that e-commerce sometimes takes place between desktop computers that are connected physically to networks in offices and houses. M- commerce, on the opposite hand, may be a new technological ―miracle‖ that permits folks to conduct business on the move and fulfils the requirements of shoppers to access services and to speak with others in a very distinctive method by participating in entirely new and totally different activities. Additionally, the power of companies to contact shoppers at any time and at anywhere enhances the likelihood to attain higher sales and selling promotions. M-commerce may also be seen as another channel that accommodates e-commerce transactions, while not time and place restrictions as an example, shoppers don't have any longer to attend to induce to their workplace to browse e-mail; they'll currently do that from their hand-held devices, such as, their mobile phones, or their personal digital assistants. Similarly, retailers may also inform their customers of their product by victimization location-based services (LBS). The advantage to forward data, once it's required, or once a business chance arises, distinguishes m-commerce from e-commerce with the flexibility to ―lure‖ shoppers supported their wants, location, and time, whereas they're in motion. Today, many advanced technologies measure rising, to enrich the prevailing technologies in providing a lot of subtle e- commerce services. Currently, e-commerce systems square measure supported client-server design. Whereas this design is easy to use, it should not be effective in sure things. Mobile agents measure mobile software package programs that may move across the net for playacting specific tasks mechanically. Because of their flexibility and mobile operate; they'll complement the prevailing client/server-based system to produce a lot of advanced e-commerce services. it's expected that the present internet (Web-based Electronic Business) can evolve to become MEB (Mobile Electronic Business)—by turning the W the other way up to become the M! Table-1 shows the benefits of this compared with the client-server approach. The mobile-agent based mostly system, in summary, will scale back supernumerary network traffic, offer higher dependableness, support a lot of advanced services, and utilize the resources a lot of effectively. Table-1: Comparison between E-Commerce and M-Commerce Approach E-Commerce M-Commerce (Client/server) Approach (Mobile-agent) Approach The searching process may be boring because you need to repeat it You need to specify only the requirements and the mobile agent can at many different sites. do the searching for you. A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 4 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X The search process ties down your resources, while you visit each The search process, if conducted by a mobile agent, frees up your site in turn. resources. If the network goes down during the searching process, you may It is less dependent on the network condition as the searching is need to search it from the beginning. done at the remote sites by mobile agent. This is time-consuming because you visit the sites only one by one. This is more efficient as the search can be preceded in parallel by sending out multiple agents. Source: Chan, Lee, Dillon and Chang, “E-Commerce: Fundamentals and Applications,” John Wiley & Sons, Ltd., England, 2001, pp. 252- 53 E-Commerce Verses M-Commerce Good Quality of image along with product descriptions, alternative views of many users, Zoom feature, consumer reviews, Comparison of different products, services of live chat with the counsellor available online, videos of product demo, e-mail a friend option, displaying product buttons on human models and sharing options are a few features of e-commerce which make the path for future of online marketing (Palatnik, P.,(2012). M-Commerce is also characterized by few unique features against the traditional form of commercial transactions, including e-commerce too like Ubiquity (the ―anywhere‖ feature), Immediacy (the ―anytime‖ feature), Localization (Global Positioning System-GPS), Instant Connectivity (General Packet Radio Service- GPRS , the ―always-on‖ feature), Pro-active functionality (the ―right‖ information at ―right‖ place, at the ―right‖ time feature) and simple authentication procedure which enable the user to do commerce (Müller Veerse, F., 2000 and Buse, S., 2002). Literature Review K. Kalaignanam , T. Kushwaha & P. Varadarajan Department of Marketing, Mays Business School, Texas A&M University, 4112 TAMU, College Station, TX 77843-4112, United States , in their study entitled ―Marketing operations efficiency and the Internet: An organizing framework” solved the issues. The issues addressed here offer insights into how the web may be leveraged to additional expeditiously use selling resources. academic initiatives like the marketing Science Institute's (MSI) support of a contest and a special section of the Journal {of marketing (October 2004 issue) to foster analysis on the subject of linking marketing to monetary performance and firm worth highlight the importance of promoting potency related problems and also the desire for additional analysis within the area. E.W.T. Ngai, A. Gunasekaran , a Department of Management and Marketing, The Hong Kong Polytechnic University, Kowloon, Hong Kong, PR China & Department of Management, University of Massachusetts - Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747-2300, USA in their study ―A review for mobile commerce research and applications” find M-commerce has attracted the attention of both practitioners and academics. In particular, research activities on m-commerce have increased significantly after 2000. We believe that m-commerce is becoming increasingly pervasive. All organizations don't seem to be equally inclined to develop and deploy new IT. The adoption of recent IT applications is influenced for the most part by factors associated with overall organizational attitudes and culture (Cooper & Zmud, 1990). Ginsberg & Venkatraman (1992) have advised that totally different managers and organizations adopt different attitudes towards IT, looking on its perceived utility within the context of their work, and on structure norms concerning the acceptance of recent IT. Similar findings are according within the literature on EC adoption. Iacovou et al. (1995) and Crook and Kumar (1998) recommend that organization could also be otherwise inclined towards EC adoption. The literature identifies 2 broad aspects, top management and organization culture, that influence organizational inclination to adopt EC. A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 5 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X Monideepa Tarafdara, Sanjiv D. Vaidyab College of Business Administration, University of Toledo, 2801 W. Bancroft Street, Mail Stop # 103, Toledo, OH 43606, USA Management Information Systems Group, Indian Institute of Management Calcutta, Diamond Harbour Road, Joka, P.O. Box 16757, in their study ―Challenges in the adoption of E-Commerce technologies in India: The role of organizational factors” proposes a framework that explains the influence of organizational factors on the propensity to use EC technologies. The framework was supported qualitative information on EC adoption from four corporations within the monetary services business in Asian country. It explains why organizations vary in their propensity to deploy EC technologies, and highlights the role of high management, aspects of organizations culture, attributes of information Systems professionals, and organizational structure. Overally, this paper provides a structure which specify structure drivers of EC readying, that is analyzed & controlled and relevant social control problems is addressed. Prof.Tony Clear, Prof.Stephen G. MacDonell, AUT University revealed & reported in their study ―Understanding technology use in global virtual teams: research methodologies and methods‖, the researcher have keen interest to test varied analysis with different methodologies and techniques so we've got a additional rounded repertoire to deal with the foremost vital and relevant problems in global software package development analysis, with the types of rigour that suit the chosen approach. S. Wesley Chang chiena,, Chin-Feng Leeb, Yu-Jung Hsu Institute of Electronic Commerce, National Chung- Hsing University, 250 Kuo Kuang Road, Taiwan, ROC Department of Information Management, Chaoyang University of Technology, 168 Gifeng E. Rd, Wufeng, Taichung County, Taiwan, ROC in their study “On-line personalized sales promotion in electronic commerce” suggested ancient mass promoting is no longer effective for international organization within the net, and so additional precise on-line one-to-one promoting for better suitability. Each customer becomes a lot of and additional necessary for competing within the web, together with the employment of extremely advanced information analysis techniques and also the development of new promoting ways for international organization. They also advised & projected a personalised promotion decision network, pricing strategy, strategies for clustering customers, and dynamic mining may be further enhanced in future studies. France Belanger, Janine S. Hiller, Wanda J. Smith, Centre for Global Electronic Commerce, Pamplin College of Business, Virginia Polytechnic Institute and State University, 3007 Pamplin, Blacksburg, VA 24061-0101, USA in their study ―Trustworthiness in electronic commerce: the role of privacy, security, and site attributes‖ indicate that the presence of security measures was most significant to the buyer. it's potential that recent terrorist attacks have intense the consumer‘s need for sturdy security. The presence of a privacy seal was least necessary to the sample. This finding is in step with the results of a previous study where fewer than 14 July of 2000 practised users told they'd trust a website that incorporates a third party seal. The current analysis adds support to the researcher‘s conclusion that it appears these trust brands have some trust building of their own to try and do (Kuchinskas, 1999). Indeed, since later surveys have shown overwhelming support for the idea of third party verification, the findings of this analysis emphasize that the potential of seals has not been realised (Newsbytes, 2002). though security measures were stratified as most significant by the sample, with privacy and security seals and privacy and security statements all extremely correlate, respondents indicate that necessities for one in all these options on an online website result in a need for the others likewise. Marketers who shall embody either robust privacy or security statements or options on their website ought to seriously contemplate as well as all of them. It's conjointly potential that users typically perceive the idea of security higher than privacy as a result of security could be a additional concrete idea. Folks tend to rate necessary what they A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 6 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X perceive. The current analysis provides many preliminary insights into the role of trait, security, privacy and alternative information processing system attributes in e-commerce. Mesut Savrula Cüneyt Kılıçb,a, Biga IIBF, in their study entitled ―E-Commerce As An Alternative Strategy In Recovery From The Recession” find direct negative effects of e-commerce on the economy is far smaller than most of the other varieties of interchange times of crises. Beside the direct effects of e-commerce, it additionally has some indirect effects which will contribute to elimination of the negative effects of the crisis. as a result of e-commerce decreases prices and increase potency, it should be used as a technique particularly in times of crises. E-commerce increase the fight of the enterprises that are commercialism and shopping for on- line and as are lead to times of crises these corporations might become a lot of immune to the negative effects of the crisis. Besides value reduction and productivity will increase, e-commerce additionally provides the enterprises with getting to the new markets. During this respect e-commerce has important benefits over ancient commerce particularly in crisis periods. Alongside with elimination of exponent policies, e-commerce permits the shoppers and also the enterprises to achieve the foremost remote markets simply, that in result gives the trade volume and profit of each demand and provides aspect. In macro-economic purpose of read, this inflated trade volume contributes the countries to ease the consequences of the crisis. ― From Electronic Commerce To Ubiquitous Commerce” , Ensieh Farkhondeh Pay, M.A. Teaching staff of Economic & Management University, Tehran, Iran proposed U-commerce represents the next phase of commence, which is initiated by electronic commerce (e-commerce) and propagated by mobile commerce (m- commerce). Thus, E-commerce and m-commerce enabling technologies integration we are process as u- commerce. In addition, Four u-constructs are consist of; presence, uniqueness, universality and unison. (Junglas and Watson, 2006).Ubiquity permits users to access network and to be approachable at anytime and anywhere. Uniqueness permits users to be uniquely known. Generality permits that each one device will be multifunctional and universally used. Unison permits information integration across multiple applications and irrespectively to the used devices (Junglas and Watson 2003). Fasten your seatbelts article written by Kippenberger, T proposed that none of the technology replaced the traditional means of consuming. The consumer experience the new means provides the best way, consumer tends towards that product. Mobile commerce & the creation of a marketplace by Johan Lembke prompt the event of world rules & normal for a brand new idea and market place- mobile commerce- illustrates the fragile relationship between formal standards creation through lawfully recognised bodies & informal standardization through industrial consortia. The Internet in India: an update by S. Subba Rao finds that, the web in Republic of India is creating news in terms of its potential instead of actual usage. Solely 180,000 subscribers have logged onto the web through VSNL, which pales as compared with 34.6 million users worldwide. The pattern of usage reveals that half the user access net for fewer than 2 hours each day and regarding 80th of subscribers is transferring less than 5 Mb of data: several of them are using low finish applications like e-mail and casual browsing of the online. Economic easement has conjointly leaded to a surge of interest within the internet among Indian businessmen, academicians, government officials, students and also the general public. The usage could increase with: (1) the rise in growth of internet sites of Indian corporations and applications like newsgroups and Usenet, once additional and additional sites offer content associated with India; (2) privatisation of web access: this could result in access being offered at additional competitive costs, thereby increasing the amount of subscribers; (3) an increasing computer penetration within the SOHO and residential segments: this can be expected to produce a growth impetus to the subscriber base in Republic of India, whereas company users can drive the market A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 7 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X through augmented demand for higher information measure. The areas significantly fitted to Indian web corporations vary from data entry and internet hosting to Web-based technical support, selling consultants and regional commerce. Through the efforts of a number of 'infopreneurs' who have realized the Internet's potential to produce employment to ample unemployed, Republic of India is well on its way to changing into the new Silicon Valley. Customer satisfaction factors of mobile commerce in Korea by Jeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, Yongtae Park, derived 9 factors touching client satisfaction in e-commerce likewise as m- commerce and 2 distinctive factors in m-commerce from the relevant literature. ―transaction process‖ and ―customization/customer service‖ were derived as common factors for each sorts of commerce, and 3 factors – ―content reliability‖, ―availability‖ and ―perceived price index of using m-Internet‖ – were derived as distinctive factors characteristic options of m-commerce. Finally, supported the DT result and also the known options of m- commerce that are in distinction with e-commerce, the m-satisfaction model using SEM was examined, through that a lot of elaborate and latent relationships among client satisfaction antecedents and consequences were discovered 2 out of 5 derived factored from DT considerably supported the hypotheses of the m-satisfaction model – ―content reliability‖ and ―transaction process‖. They were shown to directly build m-satisfaction and conjointly indirectly influence client criticism and m-loyalty directly, that are littered with m-satisfaction. With these results of SEM, it's expected to link this study to sensible and social control fields. Objective  To distinguish features of m-commerce from those of e-commerce, understand the importance m- commerce services.  To identify, the major factors which influence the future of online marketing?  To find out the best & user friendly usage of online marketing. Practical Implications The paper meets the needs to focus on customer under the fierce competition in Indian fast growing market. It can guide those who want to initiate, move or broaden their business to m-commerce from e-commerce. Hypothesis  HA1 – Commerce through PC is comparatively much easier than of a mobile.  HA2 – Mobile commerce services are not user friendly. Research Design The research study is conducted through exploratory research. This genre of research simply allows the researcher to gain a greater understanding of something that s/he doesn‘t know enough about. Methodology Used The sources of data were collected from both primary and secondary sources. The primary data was collected through a structured questionnaire, after doing a pilot survey and the secondary data was collected from books, magazines and websites. For all constructs, validated scales were used, Participants responded on a 5-point Likert scale ranging from strongly agrees to strongly disagree. Jeewon Choi, Department of Industrial Engineering, Seoul National University, Seoul, South Korea- Hyeonjoo Seol, Department of Industrial Engineering, Korean Air Force Academy, Cheongjoo, South Korea, and Sungjoo Lee, Hyunmyung Cho and Yongtae Park Department of Industrial Engineering, Seoul National University, Seoul, South Korea in their study entitled ―Customer satisfaction factors of mobile commerce in Korea” used factor analysis for his findings. Similarly France Belanger*, Janine S. Hiller1, Wanda J. Smith2 , Centre for Global Electronic A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 8 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X Commerce, Pamplin College of Business, Virginia Polytechnic Institute and State University, 3007 Pamplin, Blacksburg, VA 24061-0101, USA in their study entitled “Trustworthiness in electronic commerce: the role of privacy, security, and site attributes” used both reliability & validity methods to analyse their data. Hence the author uses the same technique to analysis her data. Sampling Plan The Google doc Questionnaire was sent to many youngsters of b-schools & also with a link of social networking sites for its objectives. However with the time limitation of the study, we received E-responses of 30 respondents on which the further study has conducted. Interpretation of Survey Findings The data is reliable for further study with a cronbach alpha of.763 which was compared with all extraction coefficients and researcher come to know that there is a high level of internal consistency for our scale with this specific sample for further study (Table 2). From Figure 3 we can see that, people are more awareness of e- commerce (42%) than m-commerce (18%).From figure 4, it can clear that people are more confident to use e- commerce (34%) than of m-commerce (16%) and it is more clear from Figure 5 that 26% of people commerce via e-commerce and only 3% of people commerce through m-commerce. It is clear from Table 3 that commerce through PC/Laptop is much easier than of mobile device, indicates e-commerce is much compatible than m- commerce with highest mean value of 3.69(Table 3).Mobile commerce services are not so user friendly with high risk of theft & mean value of 3.51 and standard error of.176 (Table 3). It is also found that E-commerce is the best user friendly means for online marketing with highest mean value of 4.28 with standard error of.116 (Table 3) Findings & Conclusion Online shopping has begun to catch the fancy of the Indian middle class, since it not only offers the convenience of buying from home, but also provides a wide array of choices and even lower prices. Realizing the advantages to be gained from both e-commerce and m-commerce, many major companies have begun to offer m- commerce options for their customers, in addition to the e-commerce they already provide. People are still shop with the help of a PC, the lowest mean for Mobile commerce suggest the companies to offer services more user friendly & enough data security with speed to process the data as with the wide range of internet facility provided by different telecom service provider but it has also mentioned that few services like spotting of any institution, company, hotel & ATM can only be possible with right geographical location, the M – commerce may create history as our study reveals 73% (Figure 1) of the youth uses internet to do commerce for greatest time saviour, hottest & cheapest deal & for updating the corporate life style. Limitation Of The Study:  The area can be further explored & integrated through seller & buyer perspectives.  The study is confined only data collection from online.  The study is not free from limitation of accuracy and time.  More sample size may be collected to testify the validity of present research.  Wide geographically especially corporate people area may be considered to test the validity of existing data.  Constructs like personal security, speed of data transfer & user friendly application may be taken into consider for further research. A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 9 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X REFERENCES 1. Bhasin,M.L. (2005),Comparison between e-commerce & m-commerce, The charted accountant, PP.-824-840,available at http://icai.org/resource_file/10375824-840.pdf accessed on March 2013 2. Buse, S. (2002), Der Mobile Erfolg – Ergebnisse einer empirischen Untersuchung in ausgewählten Branchen, in Keuper, F. (Eds.): Electronic Business und Mobile Business, pp. 91-117, Gabler, Wiesbaden. 3. EITO.(2002), European Information Technology Observatory 2002, Edition 10, World Wide Web: http://www.eito.com , accessed on March 2013 4. EITO. (2004), European Information Technology Observatory 2004, Euro bit, Frankfurt am Main. 5. Elsen, I. H., Horn, U., Kampmann, M., & Peters, L. (2001), Streaming technology in 3G mobile communication systems. IEEE Xplore Digital Library , 46-52. 6. Fischer, I. (2003), Zur Beobachtung der Entwicklung des E-Commerce, in Wirtschaft und Statistik, No. 4, 2003, pp. 318-318, Wiesbaden. 7. Kraft, A. P. (2000), Agent-driven online business in virtual communities. Proceedings of the 33rd Annual Hawaii International Conference on System Sciences. Hawaii. 8. Maamar, Zakaria (2003), Commerce, E-Commerce, and M-commerce: What Comes Next?, communications of the Acm, Volume 46 (12ve), pp 251-257 (available at http://www.researchgate.net/publication/220426677_Commerce_e- commerce_and_m-commerce_what_comes_next/file/50463517ea490a2456.pdf ) accessed on March 2013 9. Mesenbourg, T. L. (2001), Measuring Electronic Business. World Wide Web: http://www.census.gov/econ/estats/papers/msrebus.pdf, accessed on March 2013 10. Müller-Veerse, F. (2000), Mobile Commerce Report, World Wide Web: http://www.dad.be/library/pdf/durlacher1.pdf, accessed on March 2013 11. OECD. (2012, October), OECD Internet Economy Outlook 2012. Available at http://www.oecd.org/sti/interneteconomy/internet- economy-outlook-2012-highlights.pdf, accessed on March 2013 12. Palatnik, P., (2012), 10 most important features of economic product pages, available at http://www.practicalecommerce.com/articles/3396-10-Most-Important-Features-of-Ecommerce-Product-Pages, accessed on March 2013. 13. Rajnish Tiwari, S. B. (2008), From Electronic to Mobile Commerce - Opportunities through technology convergence for business services. CACCI Journal , 1 (Sept.-Oct. 2006), 38-45. 14. Schummer, T. (2001), GAMA-Mall - Shopping in Communities. Second International Workshop on Electronic Commerce (WELCOM’2001) (pp. 51-62). Heidelberg, Germany: Springer. 15. Song, I. Y. (2000), Database design for real-world e-commerce systems. The IEEE Computer Society Technical Committee on Data Engineering. 16. Ting-Peng Liang, J.-S. H. (2000), A framework for applying intelligent agents to support. ELSEVIER , 305-317. 17. Tiwari, R., Buse,S., and Herstatt,C.(2006), From Electronic to Mobile Commerce Opportunities through technology convergence for business services, CACCI Journal, Vol 1, 2008 PP. 1-12, Reprinted from the “Asia-Pacific Tech Monitor,” Sept.-Oct. 2006, pp. 38-45. (available at http://www.cacci.org.tw/Journal/2008%20Vol%201/FromElectronic.pdf) accessed on March 2013 18. Tiwari, R. B. (2006),Customer on the Move – Strategic Implications of Mobile Banking for Banks and Financial Enterprises. The 8th IEEE International Conference on E-Commerce Technology (CEC/EEE’06), (pp. 522-529). San Francisco. 19. Tiwari, R., Buse, S. and Herstatt, C. (2006), Customer on the Move – Strategic Implications of Mobile Banking for Banks and Financial Enterprises in, ―CEC/EEE 2006, Proceedings of The 8th IEEE International Conference on E-Commerce Technology (CEC/EEE‘06)‖, San Francisco, pp. 522-529. 20. UNCTAD. (2002), E-Commerce and Development Report 2002, United Nations Conference on Trade and Development, New York, NY (a.o.). 21. Varshney, U. V. (2000), Mobile commerce: a new frontier. IEEE Xplore Digital Library , 32-38. 22. Zhang, J.J. et al., (2004), Driving Forces for m-commerce Success, in Shaw, M.J. (Ed.): E-BusinessManagement: Integration of Web Technologies with Business Models. pp. 51-76, Kluwer, Norwell Massachusetts A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 10 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X APPENDIX Table 2 :Reliability Statistics Cronbach Alpha Cronbach Alpha Based on Standardized Items No. of Items.763.742 15 Table 3- Descriptive Statistics N Sum Mean Std. Deviation Statis Statistic Statistic Std. Error Statistic tic I know e-commerce 30 167 4.28.116.724 I know m-commerce 30 142 3.64.154.959 I do business online by using personal computer. 30 144 3.69.198 1.239 I do business online by using mobile device. 30 105 2.69.198 1.239 I am convenient for doing business online through personal 30 158 4.05.142.887 computer. I am convenient for doing business online through mobile 30 124 3.18.207 1.295 device. I am aware of mobile internet services. 30 150 3.85.174 1.089 I feel in mobile device, availability (anytime, anywhere 30 140 3.59.190 1.186 basis) of internet and operating/handling is easier than personal computer. I feel in mobile internet service is more affordable than 30 127 3.26.186 1.163 personal computer internet service. Mobile devices offer small display windows than personal 30 163 4.18.103.644 computer. More theft problem in mobile devices than personal 30 137 3.51.176 1.097 computer. Searching process may be boring in computer because you 30 117 3.00.164 1.026 need to repeat it at many different sites. Searching process is easy in mobile internet because you 30 121 3.10.168 1.046 need to specify only the requirements and the mobile agent can do the searching for you. Time-Consuming is more in computer because till you get 30 116 2.97.203 1.267 information you should wait and you visit the sites only one by one. Time-Consuming is less in mobile device and more efficient 30 124 3.18.179 1.121 as the search can be proceeded in parallel by sending out multiple agents. Valid N (list wise) 30 A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 11 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X Figure 1 – demographic Profile of respondent: Age 13-19 2 7% 20-30 22 73% 31-50 6 20% 51 & above 0 0% Figure 2 – demographic Profile of respondent: Gender Male 21 70% Female 9 30% A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 12 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115 National Research Journal of Sales & Marketing Management Volume-, Issue-2, Year-2014 PP: 1-13 ISSN NO: 2349-512X A Comparative Study on “E-Commerce Versus M-Commerce: The Future Page 13 Of Online Marketing © National Press Associates www.npajournals.org Electronic copy available at: https://ssrn.com/abstract=2549115