Mobile commerce adoption in India, a revised technology acceptance model

Nowadays, Mobile Commerce (M-Commerce) is expected to make a substantial impact on the business landscape. In India, the mobile cellular market is the fastest growing telecommunication market in terms of subscribers and popularity and is expected to grow by 55% from its present size of $2 billion to$19 billion by 2019. This research presents an extended Technology Acceptance model (TAM) that integrates extracts from the Unified Theory of Acceptance and Use of Technology (UTAUT), Personal Innovativeness and Trust into the TAM to investigate what determines user Mobile Commerce (MC) acceptance in India. The proposed model was empirically tested using data collected from a survey of 249 Indian Mobile Commerce users. Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model and Structural Equation Modeling (SEM) to evaluate the causal model. The findings demonstrate the applicability of the modified TAM in assessing Mobile Commerce acceptance in India. From the study it can be seen that Mobile Commerce acceptance in India is influenced directly by Perceived Usefulness (β=0.443, p<0.001) Perceived Ease of Use (β=0.442, p<0.001) less so by Social influence (β=0.086, p<0.05) and indirectly by Facilitating Conditions (β= 0.554, p<.001) and Trust (β=0.068, p<0.05). A Multi-Group analysis based on gender (exogenous) and Frequency of Use (endogenous) was also conducted to gain a better understanding of the underlying Sub-Group dynamics. The recommendations made for the Indian Mobile Commerce sector based on the implications of the research and the typology for future research are also outlined

Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology

Consumer adoption of mobile shopping apps is an emerging area in m-commerce which poses an interesting challenge for retailers and app developers. In this study, we adapt the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to investigate factors predicting consumer behavioral intention (BI) and use behavior (UB) towards mobile shopping apps, considering the impact of two manifestations of consumer’s perceived risk: Privacy Risk and Security Risk. Because cultural characteristics may moderate the impact of these risks on behavioral intention and use behavior, we conduct two studies from two consumer panels from countries with significant difference in technology use as captured by the Computer-Based Media Support Index (CMSI), namely India (high CMSI) and USA (low CMSI). For both countries, the baseline UTAUT 2 constructs predict the Behavioral Intention to use mobile shopping apps (and subsequently use behavior). However, the manifestations of perceived risk are significant only for the country with the highest CMSI score, suggesting that cultural influences play a strong role in the adoption of m-shopping. Our study has practical implications for theory as it poses the use of m-shopping apps in a cross-cultural context, suggesting that privacy and security moderate intention to use differently across cultures as predicted by the CMSI. From that perspective, it also has practical implications for consumer behavior researchers and app developers challenged with app localization as well as retailers designing mobile shopping apps for an intercultural audience

Smartphones

Many of the research approaches to smartphones actually regard them as more or less transparent points of access to other kinds of communication experiences. That is, rather than considering the smartphone as something in itself, the researchers look at how individuals use the smartphone for their communicative purposes, whether these be talking, surfing the web, using on-line data access for off-site data sources, downloading or uploading materials, or any kind of interaction with social media. They focus not so much on the smartphone itself but on the activities that people engage in with their smartphones

The Mobile Shopping Engagement: Surveys’ Review and Empirical Study

Mobile shopping (m-shopping) has become extremely signifi cant for both marketing and retail selling. Despite the fact that m-shopping has evolved into a popular alternative approach for purchasing products and services worldwide, the research regarding the extent of its adoption is still on a mediocre level and in certain countries, such as Greece, is rather limited. It is highly important to analyze and fully comprehend several factors that infl uence the acceptance of mobile technologies by consumers in order to motivate and support sellers’ mobile strategy. The objective of this research is to approach the factors that affect m-shopping with the analysis of two categories of mobile users, those who have already been involved in m-shopping and those who have not. Specifi cally, this work aims to explore and explain, in an introductory way, the critical factors that tend to infl uence m-shopping acceptance in order to predict both the consumers’ attitude towards m-shopping and their purchasing behavior via mobile devices, based on literature review and empirical survey

The factors influencing the adoption of mental health applications

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceMental illnesses are a growing issue nowadays. According to the World Health Organization, the gap between the need for treatment for mental disorders and the accessibility of treatment is widening. One potential solution to making treatment more accessible is mental health apps. In recent years, mental health apps have been essential tools for providing healthcare services at an affordable cost. Despite the effectiveness and benefits of new technologies, the uptake of these apps remains a challenge, especially in Europe compared to the US. This study aims to investigate the factors that influence the adoption of mental health apps. To this end, a conceptual framework based on the UTAUT2 and the HBM was developed, which was tested using a quantitative study. For operationalization, 309 participants aged between 18 and 70 years old were collected through an online questionnaire. The results show that all of the tested factors impact behavioral intention. The determinants that stand out are performance expectancy, social influence, hedonic motivation, and cues to action, which significantly affect the behavioral choice to use a mental health application. The findings lead to implications for promoting and developing greater adoption of mental health apps

TOWARDS EXTENDING THE ORIGINAL TECHNOLOGY ACCEPTANCE MODEL (TAM) FOR A BETTER UNDERSTANDING OF EDUCATIONAL TECHNOLOGY ADOPTION

Technology acceptance model (TAM) is arguably the most widely used intention theory that explains the individual’s acceptance of a certain technology.  Since Davis introduced TAM in 1986, it has been applied and validated in a variety of disciplines, including educational sciences. However, scholars note that depending on a specific context, the original TAM needs to be extended, which has been done by introducing external variables and other theories. Despite the existent TAM2 and TAM3, numerous scholars still opt for the original TAM, extending it with the variables and theories that are relevant to the specific context of their study. The aim of the present paper is to provide an overview of validated TAM extensions, which might later help to further the understanding of educational technology acceptance, which is a prerequisite of its adoption. Since interdisciplinarity in various contexts is becoming more and more common, the overview presents TAM extensions that come from a number of different disciplines. The overview is based on 108 papers that were retrieved from the Web of Science (Clarivate Analytics) by searching for the keywords ‘extended Technology Acceptance Model’, ‘extended TAM’, and ‘TAM extension’.

Mobile Marketing Tools And The Consumer Decision-Making Process

This paper explores the influence of mobile marketing tools in the consumer decision-making process. The aim is to provide a better understanding of consumer mobile shopping behaviour. There is limited research on this topic, which mainly explains the use of qualitative method in this study. The dining industry in Lebanon provides the respective service and geographic research contexts for this exploratory study. In-depth interviews conducted with a purposive sample of service providers and consumer opinion leaders. Their views were contrasted. The results show that there is limited use of the traditional mobile marketing tools and a shift from traditional mobile tools to modern or more trendy ones was noticed (e.g., Push Notifications instead of SMS). Moreover, it is found that mobile tools influence consumer shopping differently and their effect varies given the customer type. The decision-making process of loyal customers and influencers is more affected by mobile marketing tools than the regular or ordinary customers. In addition, in some cases mobile marketing may speed up the shopping process and may encourage impulse purchases. Marketers should be aware of the different mobile tools and know how and when to use them to develop effective targeting campaigns

Exploring Post-Adoption Behavior of the UPI users with Cognitive and Affective Factors

The National Payments Corporation of India (NPCI) has invested a sizable amount of money in the country's massive payment infrastructure in an effort to enhance the user experience. However, in order for investments to be profitable, NPCI must guarantee the ongoing use of technological solutions and post-adoptive behaviors like continuance and recommendation intention. The impact of cognitive factors (i.e. Performance expectancy, effort expectancy, social influences, facilitating conditions; personal innovativeness) and affective factors (such as satisfaction) on conative factors (such as continuation and recommendation intention) in the perspective of UPI applications (apps) was investigated using the UTAUT model. Partial Least Square Structural Equation Modeling when applied on 651 users (PLS-SEM) showed that satisfaction had a direct impact on continuation intentions, which in turn had an impact on recommendations intentions. It was discovered that all cognitive factors, including performance expectations, effort expectations, and facilitating conditions, have an impact on satisfaction. According to the study, adding a significant individual difference variable—personal innovativeness with regard to information technology—would aid in our understanding of the role that these factors play in the development of continuous intention. It further examines the influence of trust and security, and the pace of innovation on continued intentions. Through the mediating function&nbsp; of user satisfaction, it also looked at the impact of performance expectancy, effort expectancy, social influence, facilitating variable, and personal innovativeness on the continuance intentions of the UPI system. All factors have been shown to be significant. Future researchers will find it extremely helpful that the study used a validated instrument to better understand user adherence and referral intentions. Therefore, this study adds to the limited body of knowledge in the payment industry literature by examining how users perceive UPI apps and post-adoption behaviors