Title: SEM approach to understanding m-commerce use in a developing country

Authors: Reeti Agarwal; Ankit Mehrotra

Addresses: Jaipuria Institute of Management, Vineet Khand, Gomti Nagar, Lucknow, 226010, Uttar Pradesh, India ' Jaipuria Institute of Management, Vineet Khand, Gomti Nagar, Lucknow, 226010, Uttar Pradesh, India

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).

Keywords: mobile commerce; m-commerce; confirmatory factor analysis; CFA; structural equation modelling; SEM; control variable; intention of future use; current use behaviour; CUB.

DOI: 10.1504/IJBG.2021.113277

International Journal of Business and Globalisation, 2021 Vol.27 No.3, pp.403 - 423

Received: 04 Jun 2018
Accepted: 23 Dec 2018

Published online: 15 Feb 2021 *

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