Title: Influence of mobile network service quality on m-commerce adoption: a research model

Authors: Kirti Sharma; Pankaj Madan

Addresses: Faculty of Management Studies, Gurukula Kangri Vishwavidyalaya, Haridwar, Uttrakhand, India ' Faculty of Management Studies, Gurukula Kangri Vishwavidyalaya, Haridwar, Uttrakhand, India

Abstract: The purpose of this paper is to identify the dimensions of mobile network service quality which influence the online customers for m-commerce adoption. This theoretical paper offers a conceptual framework for the mobile network (4G) by proposing six service quality dimensions and also took two mediating variables which also have their possible sub-dimensions. The identified mobile network service quality dimensions are speed, trust, satisfaction, security, privacy and cost. This framework builds on and is integrated with the TAM model. The proposed model was tested through pilot survey of 50 students of a university, who are using mobile for commercial transactions. Findings confirm that mobile network service quality positively influences m-commerce adoption in today's world, as people are more concerned about technologies which have better service quality dimensions. The study also reveals that the most preferred network is 4G LTE and mostly used m-commerce portals are Paytm, PhonePe, Amazon and Flipkart.

Keywords: mobile network; 4G; service quality; m-commerce; technology.

DOI: 10.1504/IJBIR.2020.107975

International Journal of Business Innovation and Research, 2020 Vol.22 No.3, pp.309 - 325

Received: 04 Jul 2018
Accepted: 20 Nov 2018

Published online: 19 Jun 2020 *

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