Beyond E-Commerce: A Design Science Study into Crafting a Model for Customer-Centric M-Commerce

The integration of mobile devices and applications has fueled the global growth of M-Commerce. Understanding customer needs has been critical in designing mobile information systems (IS) and remaining resilient against technological threats through upcoming market changes. We use customer focus theory and customer-centric IS framework to shape the theoretical-conceptual framework. Employing design science research (DSR) methodology, we synthesize the findings of a structured literature review with interviews and construct a set of design requirements and design principles. This forms the groundwork for crafting a model-based guideline for designing customer-centric M-Commerce. The model provides structured guidance on approaching the design of a customer-centric M-Commerce solution. The developed design artifact helps online retailers understand the key elements and considerations involved in creating an effective mobile commerce solution.