M-Commerce Acceptance in India: Model Development and Validation

Abstract

The main aim of the present study was to propose and validate a model explaining the factors influencing the M-Commerce Acceptance among the Indian consumers. The data was generated employing close-ended structured questionnaire from the students enrolled in AKTU affiliated institutions in the largest state of India i.e. Uttar Pradesh. The data was analyzed with the help of exploratory factor analysis (EFA) and structural equation modeling (SEM). The study findings suggest that perceived ease of use (PEU) significantly and positively influences intentions of Indian consumers to accept mobile commerce. The study findings also suggest that utility and innovativeness in information technology (IIT) are predictors of perceived ease of use (PEU). The findings from the present study are expected to assist academicians, researchers and practitioners to understand the phenomenon of m-commerce acceptance by Indian consumers.