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Adoption of M-commerce: examining factors affecting intention and behaviour of Indian consumers

Author

Listed:
  • Yogesh K. Dwivedi
  • Kuttimani Tamilmani
  • Michael D. Williams
  • Banita Lal

Abstract

This study aims to investigate factors affecting consumer adoption of mobile commerce in an Indian context through development of a conceptual model. The developed conceptual model was an extension of the technology acceptance model (TAM) with additional factors such as perceived enjoyment, trust, perceived cost and perceived self-efficacy along with perceived usefulness and perceived ease of use as the predicators of consumer's actual usage through behavioural intention. The proposed model was then empirically tested through the data collected from 186 respondents of mobile commerce located in Mumbai, India. The findings of the study suggest that perceived enjoyment was found to be the most important significant predicator in determining consumer behavioural intention towards adoption of mobile commerce applications. Other significant determinants were perceived usefulness and perceived self-efficacy. The implications of this study on various players in the mobile commerce ecosystem along with some suggestions for future research related to this topic are also discussed.

Suggested Citation

  • Yogesh K. Dwivedi & Kuttimani Tamilmani & Michael D. Williams & Banita Lal, 2014. "Adoption of M-commerce: examining factors affecting intention and behaviour of Indian consumers," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 8(3), pages 345-360.
    • Handle: RePEc:ids:ijicbm:v:8:y:2014:i:3:p:345-360
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    Citations

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    Cited by:

    1. Sharma, Sujeet Kumar & Mangla, Sachin Kumar & Luthra, Sunil & Al-Salti, Zahran, 2018. "Mobile wallet inhibitors: Developing a comprehensive theory using an integrated model," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 52-63.
    2. Mombeuil, Claudel & Uhde, Helena, 2021. "Relative convenience, relative advantage, perceived security, perceived privacy, and continuous use intention of China’s WeChat Pay: A mixed-method two-phase design study," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Merhi, Mohamed & Hone, Kate & Tarhini, Ali, 2019. "A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust," Technology in Society, Elsevier, vol. 59(C).
    4. Sanjib Biswas & Dragan Pamucar, 2023. "A modified EDAS model for comparison of mobile wallet service providers in India," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-31, December.
    5. Shweta Pandey & Deepak Chawla, 2020. "Exploring Factors That Drive Adoption of Various Categories of M-commerce: An Emerging Market Study," Global Business Review, International Management Institute, vol. 21(2), pages 526-546, April.
    6. Tamilmani, Kuttimani & Rana, Nripendra P. & Prakasam, Naveena & Dwivedi, Yogesh K., 2019. "The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2," International Journal of Information Management, Elsevier, vol. 46(C), pages 222-235.

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