Adoption of M-commerce: examining factors affecting intention and behaviour of Indian consumers
by Yogesh K. Dwivedi; Kuttimani Tamilmani; Michael D. Williams; Banita Lal
International Journal of Indian Culture and Business Management (IJICBM), Vol. 8, No. 3, 2014

Abstract: This study aims to investigate factors affecting consumer adoption of mobile commerce in an Indian context through development of a conceptual model. The developed conceptual model was an extension of the technology acceptance model (TAM) with additional factors such as perceived enjoyment, trust, perceived cost and perceived self-efficacy along with perceived usefulness and perceived ease of use as the predicators of consumer's actual usage through behavioural intention. The proposed model was then empirically tested through the data collected from 186 respondents of mobile commerce located in Mumbai, India. The findings of the study suggest that perceived enjoyment was found to be the most important significant predicator in determining consumer behavioural intention towards adoption of mobile commerce applications. Other significant determinants were perceived usefulness and perceived self-efficacy. The implications of this study on various players in the mobile commerce ecosystem along with some suggestions for future research related to this topic are also discussed.

Online publication date: Sat, 07-Jun-2014

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