CONCEPTUAL RESEARCH BASED ON CUSTOMER USAGE INTENTION OF MOBILE COMMERCE IN INDIAN COUNTRY
Abstract
Purpose – Versatile trade is a wide term utilized for portable banking, versatile tagging, portable coupons, buying of merchandise and enterprises utilizing cell phones. Thinking about versatile infiltration and changing ways of life of the Indian populace, it has tremendous potential. The reason for this paper is to research the components affecting the reception goal of versatile business.
Design/methodology/approach – For the study, a research model was developed based on constructs from the technology acceptance model and innovation resistance theory and a literature review on research related to usage intention of similar technologies which was then empirically tested using second generation statistical technique of SEM.
Findings – Seen handiness, seen convenience and social impact are discovered to be critical elements of innovation selection status to utilize portable trade while encouraging conditions were not discovered to be huge. The outcomes likewise demonstrate apparent validity hazard characterized by security danger and protection hazard is fundamentally connected with conduct goal in negative connection, which shows that security and protection concerns are significant in discouraging clients from utilizing portable trade.
Research limitations/implications – This study proposed and validated a new construct – technology adoption readiness. The study developed an integrated model for behavioural intention towards financial innovations.
Practical implications – Knowing the factors affecting customers’ behaviour towards mobile commerce and the relationship between these factors, various banks, merchants and mobile service providers can develop their marketing strategies to ensure that people use this new service. This in turn will influence the behavioural intention and change these intentions to actual adoption of this new technology.
Originality/value – This examination is one of only a handful few observational investigations which have explored the selection of portable business in India, which is viewed as one of the quickest developing nations as far as versatile use. The examination identifies with incorporation of both utilitarian and believability part of selection expectation. It gives an experimental premise on which portable and banking organizations can base their versatile installments showcasing methodology.
Keywords:- Mobile commerce, Technology acceptance, Innovation, Customer adoption, India, Mobile communication systems, Consumer behaviour.
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