M-Commerce Acceptance in India: Model Development and Validation

19 Pages Posted: 28 Jan 2019

See all articles by Lamay Bin Sabir

Lamay Bin Sabir

Aligarh Muslim University (AMU) - Department of Business Administration

Danish Kirmani

Galgotias University

Date Written: January 6, 2019

Abstract

The main aim of the present study was to propose and validate a model explaining the factors influencing the M-Commerce Acceptance among the Indian consumers. The data was generated employing close-ended structured questionnaire from the students enrolled in AKTU affiliated institutions in the largest state of India i.e. Uttar Pradesh. The data was analyzed with the help of exploratory factor analysis (EFA) and structural equation modeling (SEM). The study findings suggest that perceived ease of use (PEU) significantly and positively influences intentions of Indian consumers to accept mobile commerce. The study findings also suggest that utility and innovativeness in information technology (IIT) are predictors of perceived ease of use (PEU). The findings from the present study are expected to assist academicians, researchers and practitioners to understand the phenomenon of m-commerce acceptance by Indian consumers.

Keywords: M-Commerce, Indian Consumers, SEM

Suggested Citation

Sabir, Lamay Bin and Kirmani, Danish, M-Commerce Acceptance in India: Model Development and Validation (January 6, 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success. Available at SSRN: https://ssrn.com/abstract=3323456 or http://dx.doi.org/10.2139/ssrn.3323456

Lamay Bin Sabir (Contact Author)

Aligarh Muslim University (AMU) - Department of Business Administration ( email )

Chelamala
Perinthalmanna
Aligarh, Uttar Pradesh 202002
India

Danish Kirmani

Galgotias University ( email )

Plot No.2, Sector 17-A
Yamuna Expressway
Greater Noida, Uttar Pradesh 201306
India

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