Mobile technology adoption by Indian consumers

Abstract

Mobile technology has penetrated into all sectors of business and personal communication. The mobile devices are not limited to communication but play a vital role as an emerging model for business. The companies are utilizing the mobile services to sell goods and services to the consumers. Facilities like mwallets have made the mobile commerce more successful. The aim of this paper is to understand the behavior of consumers with respect to mobile shopping and study the factors influencing the consumers while choosing mobile shopping. The study has been conducted for the shoppers in India. The data is collected with the help of a questionnaire designed keeping in mind the perspective of Indian consumers. The data analysis has been done using various statistical tools and results have been derived on how the various factors influence the behavioral intention of users to adopt mobile shopping. The technology acceptance model (TAM) has been used in the study as it is a popular approach to understand the user acceptance of technology. We have used the traditional factors of perceived usefulness, perceived ease of use and behavioral intention to use mobile shopping. We have also identifies and used certain external factors which may influence the user intention to choose mobile shopping. These are perceived enjoyment, perceived quality of service, technical skills of the user and privacy & security.