Research Article Open Access

Adoption of M-commerce in India: Applying Theory of Planned Behaviour Model

Abstract

Today, with the development in wireless and mobile technologies, Mobile Commerce (mcommerce) is expected to make substantial impact on the business landscape. The mobile cellular market is the fastest growing telecommunication market in terms of subscriber numbers and popularity in India. Mobile Commerce market in India is expected to grow at a CAGR of 71.06 percent by the year 2016. The substantial increase of the mobile users is linked with greater adoption for mobile-commerce in India. At present, Indian users indulge in mobile purchases for low value transactions such as entertainment services, games, and music downloads. Mobile commerce is quite popular in the developed countries but in India it is in nascent stage and yet to take off. This study captures users’ acceptance behaviour towards M-commerce by applying theory of planned behaviour (TPB) model developed by Ajzen (1991). Results indicate that attitude and perceived behavioural control have positive and significant impact on individual’s intention while subjective norm has a positive but not significant impact on intention. Further, intention is found to be significantly and positively related with behaviour.

SITA MISHRA

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