Abstract:

Mobile commerce (m-commerce) is the latest version of electronic commerce. M-commerce is in early stages and its associated customer behavior is not well understood. In this paper, we examine the decomposed theory of planned behavior in the context of m-commerce. Based on the theory of planned behavior, we hypothesize that attitude, subjective norms, personal innovation and perceived behavioral control have positive impact on a person’s intension to adopt m-commerce. We conducted a survey and received 212 responses. We used structural equation modeling for data analyses. Our model was able to explain 60% of the observed variance. Out of 11 hypotheses, 8 were significant at p<0.01 and the remaining 3 are significant at p<0.05. Our results show that trust (m-commerce vendor), perceived usefulness (user), self efficacy (technology) and the normative influence (society) are the most important factors for predicting m-commerce in India.