Drivers in Consumer’s Adoption of m-Commerce

Description

This book is a concise summary of  doctoral studies where the researcher has tried to identify the major drivers of m-Commerce in the state of Gujarat. Dr. Yamini K.K.; “The Consumer Study of Drivers for B2C m-Commerce adoption in selected cities in the state of Gujarat”; August 2022, The Maharaja Sayajirao University of Baroda.

Given that more consumers are making purchases using their smartphones and tablets, Mobile Commerce is more crucial than ever. Businesses that prioritize mobile optimisation can gain a major competitive edge because more than half of all internet traffic is now generated by mobile devices. Businesses can enhance sales, foster consumer loyalty, and fuel long-term growth by offering a seamless and convenient shopping experience across all devices. Given the prevalence of smartphones, it is only natural that the Mobile Commerce market has experienced tremendous growth.

In chapter one, the researcher provides an overview of m-Commerce, touching on such points as the state of wireless internet access in India, a conceptual definition of Mobile Commerce, historical perspectives, the distinction between e-Commerce and m-Commerce, examples of m-Commerce’s use, the m-Commerce value chain, the advantages and disadvantages of m-Commerce, and the industry’s most recent developments. The researcher plans to present a “Review of Literature” in chapter two of the book about certain aspects of m-Commerce, including its perceived costs, personalization, privacy, trust, risks, usefulness, ease of use, social norms, perceived behavioural control, attitude, and adoption intention.

In the third chapter of the book, “Research Methodology” is discussed. Numerous aspects of the research study’s execution have been discussed. In chapter four, the research data and its interpretation are given, while in chapter five implications of those interpretations and concluding remarks are recorded. In chapter six, the researcher has given recommendations & suggestions based on the results of the research study. Limitations & future directions for further research are also discussed in this chapter. The primary data were collected from m-commerce users from four selected cities of Gujarat: Ahmedabad, Surat, Rajkot, and Vadodara. The researcher then presented her findings and conclusions based on this data.

In addition, the researcher has made an effort to offer some substantial suggestions on how m-Commerce system developers and m-Commerce merchants may boost the adoption rate by providing more user-friendly value-added features and higher-quality services. The researcher has provided a set of ideas and recommendations based on the knowledge, understanding, and empirical data gained via the methodical analysis of this research. The diverse secondary sources of data and information utilised in the conduct of this research study are enumerated in the ‘Selected References’ section provided at the end of every chapter.