Tablets and the omnipresent mobile environment create opportunities and challenges for m-commerce (mobile commerce) vendors, seeking to increase their profits. Understanding factors that affect that consumer behavior, positively and negatively, in tablets is essential for vendors in order to provide a fruitful m-commerce customer experience.

The objective of this paper is to facilitate the understanding of consumers’ perceptions and behavior in m-commerce and social media on tablets and explore the potential of tablets for m-commerce purposes. The paper reports the findings of two exploratory research studies on wine and luxury goods. The first study examines consumer perceptions of the use of tablets and social media, in the context of m-commerce of wine. The second study relates to selling of luxury goods through the Internet.

The results of our qualitative analysis show that user experience and design aspects, such as ease-of-use, are important factors for tablet adoption and use for m-commerce and social media. Adapting web content to tablets is, therefore, critical to enable effective m-commerce on this popular device. Business opportunities enabled by tablets and social media in m-commerce and how these can be leveraged in the wine and the wider luxury goods context are discussed.

• PELET Jean-Eric(University of Nantes, France)
• LECAT Benoît(Burgundy School of Business, France)
• El Amrani Redouane(Neoma Business School, France)
• Papadopoulou Panagiota(University of Athens, Greece)