Digitalisation through mobile commerce: the impact of demographic and behavioural intention factors on mobile commerce usage activities
by Arshan Bhullar; Pushpinder Singh Gill
International Journal of Business Continuity and Risk Management (IJBCRM), Vol. 8, No. 4, 2018

Abstract: The internet has created extraordinary business opportunities for e-commerce and with the use of internet on mobile devices a new form of business model has emerged called mobile commerce. The users' demographic and behavioural intention factors influences the kind of mobile commerce usage activities they do. So the current research is an effort to examine such impact of demographic and behavioural intention variables on mobile commerce usage activities. A questionnaire survey was conducted among 193 internet mobile users from three universities of Punjab and the data was analysed by employing structural equation modelling. The results show that age and education have different impact on different m-commerce usage activities but gender has no significant relationship. This study also confirms the importance of behavioural intention factors like perceived ease of use, perceived usefulness, perceived enjoyment and trust. The findings of this research show strong empirical base for all marketers and strategists who are looking to take full advantage of the strength of m-commerce.

Online publication date: Tue, 02-Oct-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Continuity and Risk Management (IJBCRM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com