Title: Assessment of M-commerce adoption and buying behaviour among youngsters using TAM model

Authors: Himanshu Kargeti; Vikas Singh; Som Nath Paul; Vishal Sagar

Addresses: IKGPTU Jalandhar, Punjab, India; Graphic Era Hill University, Dehradun, India ' ITS Greater Noida, UP, India ' Graphic Era Hill University, Dehradun, India ' Graphic Era Hill University, Dehradun, India

Abstract: Smart phones are progressive technologies in modern business era. Users have started using these technologies to experience a different world with variety of features involved in it. Mobile devices and smart phones enable a user to have a real time experience of searching and sharing information irrespective of place and time barrier with immense flexibility and ease. The M-commerce industry is one of the fastest growing industries in India. The Success of M-commerce depends on the adoption of M-commerce services by youngsters in India. The present study aims at determining the M-commerce adoption and buying behaviour of the youngsters by using technology acceptance model (TAM). The study is an attempt to assess the association among perceived trust, perceived ease of use and perceived value with attitude towards use and buying behaviour of youngsters of the Uttarakhand region of India. Structural equation modelling (SEM) is used to analyse the proposed model.

Keywords: mobile commerce; M-commerce; perceived trust; perceived ease of use; perceived value; attitude towards use; buying behaviour; youngsters.

DOI: 10.1504/IJBIR.2022.121713

International Journal of Business Innovation and Research, 2022 Vol.27 No.3, pp.395 - 412

Received: 07 Nov 2019
Accepted: 20 Feb 2020
Published online: 24 Mar 2022 *

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