Factors affecting M-commerce Adoption in India

What is it about?

the aim is to identify factors which affect the users' adoption intention towards M-commerce in India. Factors such as Performance expectancy, effort expectancy, perceived critical mass, perceived risk and variety of services offered were identified as important factors in predicting m-commerce adoption. The proposed relationship is tested using SEM and NN techniques.

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Why is it important?

The findings of this study are useful for marketers & service providers in m-commerce domain, in developing suitable marketing strategies to scale up their business. This study is one of the few empirical studies conducted in India to examine the adoption intention of m-commerce.