INVESTIGATING CONSUMERS' ADOPTION OF M-COMMERCE IN EMERGING ECONOMIES
Article Sidebar
Main Article Content
Abstract
Covid-19 pandemic and Internet penetration propelled an unprecedented spike in the adoption of mobile commerce (m-commerce) amongst consumers across the world including emerging economies like India. This paper investigates the antecedents (six observed variables and four moderating factors) of the adoption of m-commerce in India with the help of an extended TAM (Technology Acceptance Model) by making use of primary data collected from 288 consumers residing in different rural and urban areas of Delhi NCR, India. Multiple regression and ANOVA tests were applied on collected data which revealed perceived benefits to be the strongest independent variable having a significant bearing on the adoption of m-commerce along with the consumers’ area of residence. The study results have peculiar implications for consumers, producers, marketers, policy-makers, and the state and central governments.
Article Details
Upon acceptance of an article, authors will be asked to complete a 'Journal Publishing Agreement'. An e-mail will be sent to the corresponding author confirming receipt of the manuscript together with a 'Journal Publishing Agreement' form or a link to the online version of this agreement.
Subscribers may reproduce tables of contents or prepare lists of articles including abstracts for internal circulation within their institutions. Permission of the Publisher is required for resale or distribution outside the institution and for all other derivative works, including compilations and translations. If excerpts from other copyrighted works are included, the author(s) must obtain written permission from the copyright owners and credit the source(s) in the article. As a general rule, permission should be sought from the rights holder to reproduce any substantial part of a copyrighted work. This includes any text, illustrations, charts, tables, photographs, or other material from previously published sources.
This journal permits and encourages authors to post items submitted to the journal on personal websites or institutional repositories both prior to and after publication, while providing bibliographic details that credit, if applicable, its publication in this journal.