SEM approach to understanding m-commerce use in a developing country
by Reeti Agarwal; Ankit Mehrotra
International Journal of Business and Globalisation (IJBG), Vol. 27, No. 3, 2021

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).

Online publication date: Fri, 26-Feb-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email