Exploring Factors That Drive Adoption of Various Categories of M-commerce: An Emerging Market Study

Autor:	Shweta Pandey, Deepak Chawla
Rok vydání:	2018
Předmět:	Entertainment business.industry 0502 economics and business 05 social sciences Mobile commerce 050211 marketing Content delivery Business Business and International Management Marketing Emerging markets Database transaction 050203 business & management
Zdroj:	Global Business Review. 21:526-546
ISSN:	0973-0664 0972-1509
Popis:	The study examines the factors that drive actual adoption of the four categories of m-commerce, namely content delivery, location-based, transaction-based and entertainment in India. Data was collected from 321 m-commerce users and analysed using structured equation modeling (SEM). The results show that performance expectancy, effort expectancy, facilitating conditions, perceived risk and perceived enjoyment have varied impact, while social influence has a significant positive impact across the four categories. Further, personal innovativeness (PI) has a significant indirect impact on adoption of all the categories. The study adds on to the extant knowledge on m-commerce adoption in India and provides insights for marketers in devising relevant strategies for adoption of varied m-commerce categories. Further, it provides insights on the role of PI in driving adoption of m-commerce. The results from the study are limited to the Indian context and need to be validated across other contexts such as country and service offers suggesting future research opportunities. Future studies can also explore other m-commerce categories such as government services and telemetry services.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::2919f644f60a47a1afe49a32735583fd https://doi.org/10.1177/0972150918792146 Zobrazit plný text záznamu