Determinants of Consumer Acceptance of M-Commerce

By Malik, Anjali; Kumra, Rajeev et al. | South Asian Journal of Management, April-June 2013 | Go to article overview

Determinants of Consumer Acceptance of M-Commerce


Malik, Anjali, Kumra, Rajeev, Srivastava, Vandana, South Asian Journal of Management


The decade has seen mobile phones and other hand-held devices being used for various services. M-commerce has very rapidly developed into a very powerful way of reaching out to the consumer. Factors that motivate a consumer to engage in m-commerce are a blend of strategy, technology and marketing. This research paper integrates elements from factors defining consumer behavior with acceptance of technology to identify and measure the factors influencing customers' acceptance of m-commerce. The results revealed that perceived usefulness and ease of use significantly affect acceptance of m-commerce while perceived financial risk adversely impacts the acceptance of m-commerce by consumers. The suggestions for strategic and managerial decision-making are offered.

INTRODUCTION

Today we are on the cusp of a new era in e-commerce, where e-services are no longer restricted to traditional desktops and laptops but are delivered to consumers over mobile devices (Rajaraman, Walmart Global e-commerce). The mobile revolution has taken the world by a storm. The improvements in wireless and computing technologies have led to the proliferation of handheld devices and mobile phones and their usage for varied services. Advancements in technology leading to miniaturization on one hand, and improvement in services on the other have fuelled consumers' dependence on mobile phones based services. Also, the phenomenal proliferation of mobile networks and the falling profitability of the provision of pure voice services are, on the other hand, pushing mobile service providers to explore the potential of the mobile phone to support more-than-voice applications and services. Hence, the technology popularly known as 'm-commerce' is the next phase of e-commerce, which conducts internet based transactions via mobile phones and personal digital assistants. Studies have shown that m-commerce is not to replace electronic commerce but to supplement it. M-commerce has gained popularity for being able to provide individualized, customized and location specific services to the user, thus increasing efficiency, entertainment as well as spontaneity (Clarke, 2008).

Previous research in m-commerce has shown that understanding the factors that motivate a consumer to carry on a m-transaction is a blend of technology and marketing. This calls for a radical shift in thinking. With a concept such as m-commerce which is so deeply embedded in technology it is easy to mistake the technology for the concept itself (Balasubramanian et al., 2002). M-commerce can deal with all the transaction functions, like mobile banking, mobile entertainment, mobile advertising, and mobile ticketing. But, whenever technologies are employed, usually of a cutting edge nature, benefits to consumers and their acceptance are often nebulous. So, in order to leverage the full potential of m-commerce for the market and consumers, it is essential to separate the concept from its underlying technologies. Several consumer and market related questions regarding use of hand-held devices for carrying out internet based transactions need to be answered for unleashing the full potential of m-commerce. Hence, optimizing the benefits of m-commerce requires a deep understanding of consumer behavior for accepting m-commerce. Apart from this, the acceptance of the mobile technology as an alternative to traditional ways of carrying out transactions also needs to be understood. Optimizing the potential of m-commerce requires understanding these factors and their inter-relationships. Hence, the purpose of this research is to explain constructs which would determine the acceptance of m-commerce by mobile users.

Since m-commerce is still in the initial phase and has a potential to deal with all the transaction functions such as mobile banking, mobile ticketing, mobile entertainment, mobile advertising, hence it requires extensive research in various disciplines and contexts (Kao, 2009). Thus the motivation for this research lies in understanding the dimensions of consumer behavior for adoption of m-commerce in Indian context. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Determinants of Consumer Acceptance of M-Commerce
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.