South Asian Journal of Management

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Determinants of Consumer Acceptance of M-Commerce


Affiliations
1 IILM Institute for Business & Management, Sector 53, Gurgaon, India
2 Marketing, IIM-Lucknow, B-1, Sector 62, Noida 201301, India
3 Information Technology, IILM Institute for Higher Education, New Delhi, India
     

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The decade has seen mobile phones and other hand-held devices being used for various services. M-commerce has very rapidly developed into a very powerful way of reaching out to the consumer. Factors that motivate a consumer to engage in m-commerce are a blend of strategy, technology and marketing. This research paper integrates elements from factors defining consumer behavior with acceptance of technology to identify and measure the factors influencing customers’ acceptance of m-commerce. The results revealed that perceived usefulness and ease of use significantly affect acceptance of m-commerce while perceived financial risk adversely impacts the acceptance of m-commerce by consumers. The suggestions for strategic and managerial decision-making are offered.
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  • Determinants of Consumer Acceptance of M-Commerce

Abstract Views: 159  |  PDF Views: 0

Authors

Anjali Malik
IILM Institute for Business & Management, Sector 53, Gurgaon, India
Rajeev Kumra
Marketing, IIM-Lucknow, B-1, Sector 62, Noida 201301, India
Vandana Srivastava
Information Technology, IILM Institute for Higher Education, New Delhi, India

Abstract


The decade has seen mobile phones and other hand-held devices being used for various services. M-commerce has very rapidly developed into a very powerful way of reaching out to the consumer. Factors that motivate a consumer to engage in m-commerce are a blend of strategy, technology and marketing. This research paper integrates elements from factors defining consumer behavior with acceptance of technology to identify and measure the factors influencing customers’ acceptance of m-commerce. The results revealed that perceived usefulness and ease of use significantly affect acceptance of m-commerce while perceived financial risk adversely impacts the acceptance of m-commerce by consumers. The suggestions for strategic and managerial decision-making are offered.