Abstract
Covid-19 pandemic and Internet penetration propelled an unprecedented spike in the adoption of mobile commerce (m-commerce) amongst consumers across the world including emerging economies like India. This paper investigates the antecedents (six observed variables and four moderating factors) of the adoption of m-commerce in India with the help of an extended TAM (Technology Acceptance Model) by making use of primary data collected from 288 consumers residing in different rural and urban areas of Delhi NCR, India. Multiple regression and ANOVA tests were applied on collected data which revealed perceived benefits to be the strongest independent variable having a significant bearing on the adoption of m-commerce along with the consumers’ area of residence. The study results have peculiar implications for consumers, producers, marketers, policy-makers, and the state and central governments.
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