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3.3 The evaluation of alternatives
At this point, the customer has found the relevant information. The question now arises as to whether he or she uses this information to arrive at the choices between alternative products and brands. Customers in
m-commerce can also rely on references from their family and friends, consumer research group, or word-of-mouth.
Consumers tend to join the largest communities because they will benefit more from the exchange. The larger size of companies provides brand awareness and economies of scale. This allows a firm to take advantage of switching costs, and consumers’ fear of being stranded with a failing store .
3.4 The actual purchase
The quality of the information posted on the company website or mobile portal has a direct impact on potential customers’ perceptions of its products and services. The information quality and good interface design of vendor’s information enhances the formation of customer confidence. Therefore, one would expect that the customer’s experience with a good-quality website would also have a strong effect on customer’s confidence in the company. However, a fundamental challenge for m-commerce is the small keypads and limited display interface of mobile devices. As a result, m-commerce web site designers should offer scaled web pages with a limited number of features on the mobile interface.
Before making a mobile transaction, consumers are concerned about wireless payment security, reliability, and privacy of the mobile transaction . Perceived security and perceived privacy are critical factors in acquiring and retaining consumers as mobile shopping service users. However, the security and privacy issues are more than a technology problem, so they cannot be resolved by technological advancements alone.This is where third-party assurances such as insurance and Web seal can help. For example, in traditional international trading, the credibility of both the buyer and the seller is critical to a successful trading relationship . An insurance company will assure that the seller keeps its promise to deliver the products or services to satisfy consumers. In this way, consumer confidence can be created and the mobile buying experience may even be better than traditional commercial transactions.

评价的选择。3.3
在这一点上,客户已经找到相关的信息。现在的问题出现时,他或她是否使用这个信息到之间进行选择的替代产品和品牌。客户在
m-commerce也可以依靠从他们的家人和朋友,消费者的研究团队,和口碑。
消费者更容易加入最大的社区,因为他们将会受益更多。公司提供的更大尺寸的品牌知名度和规模经济。这允许一个公司利用转换成本,消费者害怕被困和一个失败的商店。
34实际购买
质量信息公布在本公司的网站或移动门也直接影响着潜在的客户对其产品和服务。信息素质和良好的界面设计供应商信息,提高顾客的信心的形成。因此,我们可以预期,客户的经验与一个优质的网站也会明显影响顾客的公司的信心。然而,一个基本的挑战是小键盘,m-commerce显示界面移动设备的限制。作为一个结果,m-commerce网站设计者应该提供攀登的网页与一个有限的功能的手机界面。
之前的移动事务,消费者关注无线电付款安全性、可靠性、以及个人隐私的移动事务。感知的安全性和感知的隐私是关键因素和留住顾客获得购物服务用户移动。然而,安全和隐私问题不止是一个技术问题,所以他们不能解决技术上的进步孤独这是第三方担保,如保险和网络密封能帮上忙。例如,在传统的国际贸易、信誉买卖双方的关键,是一个成功的贸易关系。保险公司将保证卖方会保持其承诺提供产品或服务去满足消费者。用这种方法,消费者信心指数可以创造和手机购物经验甚至可能会比传统的商业交易。

我想 史 。。