SEM approach to understanding m-commerce use in a developing country Online publication date: Fri, 26-Feb-2021
by Reeti Agarwal; Ankit Mehrotra
International Journal of Business and Globalisation (IJBG), Vol. 27, No. 3, 2021
Abstract: In the preceding years, substantial increase in the total of people using smart phones in India. This trend has resulted in customers carrying out more of their daily activities over a mobile phone. Deeper penetration and use of smartphones by Indians puts forth an immense potential for m-commerce industry in India. For their m-commerce strategies to be successfully leveraged, companies should understand how m-commerce is perceived by their target customers and identify factors which affect customers' use of m-commerce. Sample for the study consisted of 519 customers. Based on the responses, a structural equation model was developed wherein perceived ease of use, perceived usefulness, personal innovativeness and social influence were established to be influencing customers' current use behaviour of m-commerce. Current use behaviour significantly affected customers' intention of future use. The relationship between current use behaviour and intention of future use was influenced by age (used as a control variable).
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