Analysis of Factors Affecting Intent to Use Mobile Commerce Services in India

Abstract

India seems to lead the shift from e-commerce to mobile commerce adoption. Apps and mobile websites are offered in various areas of health, travel, shopping, ticketing, and lifestyle, promising enormous opportunities for consumers and businesses. This study identifies the critical factors affecting m-commerce transaction decisions and explaining their relevance. The significant moderating effect of demographics and types of mobile commerce services namely: banking, ticket booking and shopping services are analyzed on users’ behavioral intention in a single framework. The data collection done through questionnaire required the respondents to describe their behavior during their most recent online transactions, in terms of UTAUT model dimensions in three specific areas m-banking, m-ticketing, and m-shopping. Structured equational modeling was employed to analyze the causal association between variables. The research implications will help in understanding the factors affecting the acceptance levels of various m-commerce services by the consumers in India.