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SEM approach to understanding m-commerce use in a developing country

Author

Listed:
  • Reeti Agarwal
  • Ankit Mehrotra

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).

Suggested Citation

  • Reeti Agarwal & Ankit Mehrotra, 2021. "SEM approach to understanding m-commerce use in a developing country," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 27(3), pages 403-423.
    • Handle: RePEc:ids:ijbglo:v:27:y:2021:i:3:p:403-423
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