Danish surveys show that mobile phone users often get bad user experiences when the use their phone to buy goods. The result is that only a fifth converts to consumers comparned to e-commerce. This is a problem for companies wanting to use the smartphone platform for m-commerce and this problem is addressed in this thesis by using a phenomenologic-hermeneutic approach to develop a m-commerce theory.
The study is supported by qualitative research interviews with smartphone users and business representatives, and it leads to 6 tips on how companies can improve users' experiences, and thereby improve their m-commerce.