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Journal of Management Research
Year : 2019, Volume : 19, Issue : 3
First page : ( 193) Last page : ( 204)
Print ISSN : 0972-5814. Online ISSN : 0974-455X.

Determinants of M-Commerce Adoption in India Using Technology Acceptance Model Infused with Innovation Diffusion Theory

Sujatha R., Sekkizhar J.

Associate Professor, PSG Institute of Management, Coimbatore-641004, India

Online published on 28 June, 2019.

Abstract

Advancements in wireless communication technology have increased the number of people using mobile devices, accelerating the chance of using mobile devices for commercial purposes. With India growing in all facets of technological advancements, the usage of mobile devices is in the upswing. Business organizations are interested in understanding the determining factors that can enable them to provide personalized services to customers through mobile devices barring geographical locations. The major objective of this study is to understand the factors influencing mobile commerce (m-commerce) adoption in India. The study uses a revised technology acceptance model infused with innovation diffusion theory, which includes variables like perceived risk, cost involved, compatibility of using m-commerce, perceived ease of use, perceived usefulness, behavioral intention to use, and the actual usage. Data was collected from 832 respondents. The findings indicated that all variables except cost have a positive influence on behavioral intention to use. The results are interesting to understand from the view of a fast developing country like India.

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Keywords

Mobile Commerce, Technology Acceptance Model, Perceived Risk.

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