Title: Applying risk-focused e-CAM model for m-commerce: a study of Metro-India

Authors: Artee Aggrawal; Deb Burman

Addresses: Amity University Mumbai, Near Bhatan Village, old Pune Highway, Panvel, Raigarh, Maharashtra, 410206, India ' Pacific University, Pacific Hills, Airport Road, Pratapnagar Extension, Debari, Udaipur, Rajasthan 313024, India

Abstract: M-commerce today is increasingly used from building better consumers association, cutting down cost, achieving new revenue stream, connecting with the new consumers sectors, and build up customer relationships to improve loyalty, and create new ways to generate lead in the process of prospecting. The present study is designed to study the changing perceptions of consumers in the electronic age. The study is quantitative as well as qualitative in nature. In this research, we attempt to identify factors that predict a consumer's online purchasing behaviour in a developing economy such as India. The results of this study suggest that perceived risk of is the most favoured factor by the consumers followed by perceived convenience. Perceived convenience is followed by perceived technology advantage and then the least preferred is perceived risk with product or services.

Keywords: m-commerce; e-commerce; consumer behaviour; India; developing countries; perceived risk; mobile commerce; electronic commerce; consumer perceptions; purchasing behaviour; online shopping; perceived convenience; perceived technology advantage.

DOI: 10.1504/IJBSR.2017.080845

International Journal of Business and Systems Research, 2017 Vol.11 No.1/2, pp.139 - 151

Received: 30 May 2015
Accepted: 13 Dec 2015

Published online: 09 Nov 2016 *

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