Abstract
This study aims to investigate the key factors influencing consumers' perceptions of m-Commerce in Gujarat, with a focus on the roles of social influence, trust, and perceived cost. This study's sample size is 434 people, with a valid response rate of 78.91 percent. The proposed research model was tested using simultaneous multiple regression. According to the findings, perceived usefulness, social influence, and trust have a significant positive impact on customers' intentions, whereas perceived cost has a significant negative impact on consumer perception of m-commerce use. Furthermore, perceived ease of use has a negligible impact on consumers' attitudes toward m-commerce in Gujarat. The generalizability of this study's findings is limited: 1) Because this study is limited to Gujarat; 2) Other potential variables are not included in the model.
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