1.Research Objective and Methodology 
1.1 Objective 
1.2 Methodology 
2. Mobile Users' Willingness Towards Mobile Shopping 
2.1 Purchase Intentions of Mobile Users 
2.1.1 Past Experience vs. Future Intention of Mobile Shopping 
2.1.2 Future Purchase Intentions of Mobile Users 
2.1.3 Targeted and Potential Mobile Users 
2.2 Favorable Factors for Mobile Shoppers 
2.2.1 The Top 3 Favorable Mobile Shopping Factors 
2.2.2 Analysis of Respondents' Top 3 Favorable Factors 
2.3 Detrimental Factors for Mobile Shoppers 
2.3.1 The Top 3 Detrimental Mobile Shopping Factors 
2.3.2 Analysis of Respondents' Top 3 Detrimental Factors 
2.4 Product Categories Most Intended for Mobile Users 
2.4.1 The Top 5 Most Intended Product Categories 
2.4.2 Analysis of Respondents' Top 5 Most Intended Product Categories 
2.5 Preferred Features of Mobile Shopping Apps for Mobile Users 
2.5.1 The Top 3 Preferred Mobile Shopping App Features 
2.5.2 Analysis of Top 3 Preferred Mobile Shopping App Features 
2.6 Why Mobile Users Download Shopping Apps While In-store 
2.6.1 Reasons Mobile Users Download Shopping Apps While In-store 
2.6.2 Analysis of Respondents Who Download Shopping Apps While In-store 
3.Mobile Shopping Behavior Analaysis 
3.1 Preferred Mobile Devices for Mobile Shoppers 
3.1.1 Preferred Mobile Devices 
3.1.2 Analysis of Respondents Who Do Mobile Shopping on Mobile Devices 
3.2 Preferred Shopping Channels for Mobile Users 
3.2.1 Shopping Channel Selection 
3.2.2 Preferred Shopping Channels of Mobile Users 
3.3 Preferred Shopping Time Slots for Mobile Users 
3.3.1 Shopping Time Slots 
3.3.2 Analysis of Respondents' Preferred Shopping Time Slots 
3.4 Preferred Purchases on Mobile Devices 
3.4.1 Top 5 Preferred Purchases on Mobile Devices 
3.4.2 Analysis of Respondents' Preferred Purchases on Mobile Devices 
3.5 Average Monthly Disposable Incomes for Mobile Shopper 
3.5.1 Average Monthly Disposable Income Distribution 
3.5.2 Average Monthly Disposable Incomes for Mobile Shopping: Gender and Age Differences 
Conclusion 
4.1 Seven Major Findings about Mobile Shoppers 
4.2 Future Mobile Commerce Bolstered by Mobile Users' Positive Stance towards Mobile Shopping 
4.3 Users Who are Open But Yet to Have to Any Mobile Shopping Experience as Important Growth Driver 
Appendix 
Sample Structure 

Analysis of Taiwan's mobile shopping behaviors of 1,068 samples, touching on favorable and detrimental factors for mobile purchases, with gender and age differences examined

Figure 1: Current Situation and Future Intentions of Respondents towards Mobile Shopping 
Figure 2: Purchase Intentions of Mobile Users 
Figure 3: Favorable Factors for Mobile Shoppers and Their Ratios 
Figure 4: Detrimental Factors for Mobile Shoppers and Their Ratios 
Figure 5: Product Categories Most Intended for Mobile Users and Their Ratios 
Figure 6: Preferred Mobile Shopping App Features and Their Ratios 
Figure 7: Reasons Mobile Users Download Shopping Apps While In-store  and Their Ratios 
Figure 8: Preferred Devices Used for Mobile Shopping and Their Ratios 
Figure 9: Preferred Shopping Channels and Their Ratios 
Figure 10: Preferred Shopping Time Slots for Mobile Shoppers 
Figure 11: Preferred Purchases for Mobile Shoppers 
Figure 12: Average Monthly Disposable Incomes for Mobile Shopping 
Figure 13: Sample Structure: Gender, Living Area, and Smartphone Operating System 

Table 1: Existing and Potential Mobile Shoppers 
Table 2: Top 3 Favorable Factors of Mobile Purchases: Gender and Age Differences 
Table 3: Top 3 Detrimental Factors for Mobile Shoppers: Gender and Age Differences 
Table 4: Top 5 Most Intended Products for Mobile Users: Gender and Age Differences 
Table 5: Top 3 Preferred Features of Mobile Shopping Apps for Mobile Users: Gender and Age Differences 
Table 6: Reasons Why Mobile Users Download Shopping Apps While In-store: Gender and Age Differences 
Table 7: Preferable Mobile Devices for Mobile Shopping: Gender and Age Differences 
Table 8: Preferred Shopping Channels for Mobile Shoppers: Gender and Age Differences 
Table 9: Preferred Shopping Time Slots for Mobile Shopping: Gender and Age Differences 
Table 10: Top 3 Preferred Purchases on Mobile Devices: Gender and Age Differences 
Table 11: Average Monthly Disposable Incomes for Mobile Shopping: Gender and Age Differences