Abstract
The primary aim of the present study was to develop a validated measuring scale for m-commerce acceptance among educated young people in non-metropolitan India. Data was generated from students enrolled in higher educational institutions located in Aligarh district in Uttar Pradesh employing a close-ended structured questionnaire. Analysis utilized Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Based on findings, the study proposes Mobile Commerce (MC) scale for measuring the level of m-commerce acceptance by Indian consumers. MC scale comprise of four factors, namely, utility, perceived ease of use, perceived innovation in information technology and intention to use. Findings also revealed that the educated young Indian consumers of non-metropolitan cities are ambitious and choose innovativeness over cost and risk for using new technology. On a broader note, it can be proposed that educated youth of non-metropolitan India resemble their global counterparts through relying more on positive factors than negative factors such as cost and risk.
Highlights
Mobile commerce (M-Commerce), is a subset of electronic commerce that involves the use of mobile device for online transaction of commodities, services and information (Clarke, 2008; Feng et al, 2007; June, 2014; Varshney & Vetter, 2002; Wong & Hsu, 2008; Wu & Wang, 2005)
Findings of the study highlighted that positive factors such as utility, perceived ease of use, intention and innovation in information technology ARE important for educated young Indian consumers residing in the non-metropolitan part of the country
The Mobile Commerce (MC) scale proposed in the present study would greatly help academicians and researchers for a deeper understanding of factors influencing mobile commerce acceptance by Indian consumers of non-metropolitan cities
Summary
Mobile commerce (M-Commerce), is a subset of electronic commerce (ecommerce) that involves the use of mobile device for online transaction of commodities, services and information (Clarke, 2008; Feng et al, 2007; June, 2014; Varshney & Vetter, 2002; Wong & Hsu, 2008; Wu & Wang, 2005). There has been a rapid expansion in the use of mobile internet services across the globe (Lu et al, 2003; Lu et al, 2005; Yang et al, 2004) This is evident in the increased number (from 95 million in 2003 to 5.2 billion in 2019) of global mobile subscribers (GSM Association (GSMA), 2020). The annual sales are, expected to reach 38 billion US dollars by 2020 (Statista.com, 2016)
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