Consumer behavior and perception with respect to m-commerce in Indian B2C retail (Only Abstract)

Abstract

The study tests a model based on Technology Acceptance Model (TAM) investigating the effect of Recommendation Systems, Information Search, Security Systems, Reputation Systems, and, Virtual Experience on Perceived Usefulness and Perceived Risks, and, their eventual effect on Trust and hence on the Consumer’s Buying Intentions in B2C M-commerce retail context. The study plans to test the Measurement Model and the Structural Model with the use of Structural Equation Modeling approach. The data was collected from respondents in both online and offline modes using a structured questionnaire and analysed using AMOS. The study assumes significance in the sense, that today online retail whether through smart devices or through e-commerce is likely to significantly impact traditional retail in India, a disruptive change in the way people are making their buying decisions.