Digitalisation through mobile commerce: the impact of demographic and behavioural intention factors on mobile commerce usage activities

Abstract

The internet has created extraordinary business opportunities for e-commerce and with the use of internet on mobile devices a new form of business model has emerged called mobile commerce. The users' demographic and behavioural intention factors influences the kind of mobile commerce usage activities they do. So the current research is an effort to examine such impact of demographic and behavioural intention variables on mobile commerce usage activities. A questionnaire survey was conducted among 193 internet mobile users from three universities of Punjab and the data was analysed by employing structural equation modelling. The results show that age and education have different impact on different m-commerce usage activities but gender has no significant relationship. This study also confirms the importance of behavioural intention factors like perceived ease of use, perceived usefulness, perceived enjoyment and trust. The findings of this research show strong empirical base for all marketers and strategists who are looking to take full advantage of the strength of m-commerce.