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