3.1 The need recognition
The decision process begins with a customer recognizing a problem to be solved or a need to be satisfied. Need recognition is a realization by customers that they require something to get back to their normal state of
physical and psychological comfort. In this stage, the perception of risk may grow, because consumers are afraid no immediate solution and not enough informationisavailable.Acustomer seekingtoengagefora business relationship with a vendor in an uncertain environment such as online business has initially a positive predisposition . Thus, in m-commerce, inexperienced mobile consumers are forced to base their confidence primarily on their socialized propensity to confidence to reduce their uncertainty .
3.2 The information search
An m-commerce vendor should trigger a customer’s interest in the store. However, adopting m-commerce faces one of its biggest challenging issues in that usability design in m-commerce includes lack of standards, small screen size, limited screen resolution, limited processing capacities, and cumbersome input mechanisms. With advanced database technology, the vendor should try to collect customer
information and use that information to develop a relationship with customers. It is the best choice application for m-commerce; therefore, using SMS provides frequent buyer incentives, and ads for potential customers. In the stage of information search, consumers continue to turn first to recognized brands. Brands remain critically important to vendors , since they supply three fundamental benefits. Those benefits are lower search costs, building confidence, and to communicate quality.Customers feel that the better the brand is, the higher the confidence they have. Hence in the information search stage, the creation of better brands should produce an important source of customer confidence and so overcome their uncertainty.