Authors:
Neeraj Gangwal
and
Veena Bansal
Affiliation:
IIT Kanpur, India
Keyword(s):
m-commerce adoption, Trust, Perceived Usefulness, Self-Efficacy, Normative Influence, Decomposed TPB
Related
Ontology
Subjects/Areas/Topics:
Accessibility and Usability
;
Enterprise Information Systems
;
Human-Computer Interaction
Abstract:
Mobile commerce (m-commerce) is the latest version of electronic commerce or e-commerce. M-commerce
is in early stages and its associated customer behavior is not well understood. In this paper, we examine the
decomposed theory of planned behavior in the context of M-commerce. We examined the roles of trust, perceived
usefulness, perceived ease of use and perceived enjoyment in determining the attitude towards adoption
of m-commerce. We also tested the relationship between normative influence and subjective norms as well as
the relationship between self-efficacy and perceived behavioral control. Based on the theory of planned behavior,
we hypothesize that attitude, subjective norms, personal innovation and perceived behavioral control
have positive impact on a person’s intentions to adopt m-commerce. We conducted a survey and received 212
responses. We used structural equation modeling for data analysis. Our model was able to explain 60% of
the observed variance. Out of 11 h
ypotheses, 8 were significant at p < 0.01 and the remaining 3 are significant
at p < 0.05. Our results show that trust (m-commerce vendor), perceived usefulness (user), self efficacy
(technology) and the normative influence (society) are the most important factors for m-commerce adoption
in India.
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