Title: A study of factors influencing the shift towards m-commerce in Indian context

Authors: Mukul Arora; Harshit Jain

Addresses: Vivekananda Institute of Professional Studies, AU-Block (Outer Ring Road), Pitampura, Delhi – 110034, India ' Vivekananda Institute of Professional Studies, AU-Block (Outer Ring Road), Pitampura, Delhi – 110034, India

Abstract: One can observe the faster acceptance of technology and usage of smartphone for buying daily wants for which people earlier travel to buy or used to sit on personal computers for placing orders. With faster and wider wireless network, India is experiencing a very fast shift from electroniccommerce towards mobile-commerce. This quick expansion brings to find the factors responsible for this shift and the difference between the factors responsible for females and males to shift to m-commerce. And finding whether the market is ready for m-commerce only model by dropping off their desktop website or not. Factor analysis on a sample of 320 online shoppers revealed that mobile-friendliness, storage and security, app-friendliness and convenience is leading the shift to m-commerce and app- friendliness is the primary factor of shift for female online consumers, while, mobile friendliness is primary factors of shift for male online consumers. But right now, the market is not ready for adopting the m-commerce model only as the preference of people for placing orders shift to desktop website for expensive products through a considerable percentage from mobile apps. The findings suggest that marketers need to make their customers build trust over mobile platforms.

Keywords: electronic-commerce; electronic-retail; mobile-retail; India; mobile-commerce.

DOI: 10.1504/IJTTC.2017.088731

International Journal of Technology Transfer and Commercialisation, 2017 Vol.15 No.3, pp.346 - 359

Available online: 04 Dec 2017 *

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