Application of Decomposed Theory of Planned Behavior for M-commerce Adoption in India

Neeraj Gangwal, Veena Bansal

Abstract

Mobile commerce (m-commerce) is the latest version of electronic commerce or e-commerce. M-commerce is in early stages and its associated customer behavior is not well understood. In this paper, we examine the decomposed theory of planned behavior in the context of M-commerce. We examined the roles of trust, perceived usefulness, perceived ease of use and perceived enjoyment in determining the attitude towards adoption of m-commerce. We also tested the relationship between normative influence and subjective norms as well as the relationship between self-efficacy and perceived behavioral control. Based on the theory of planned behavior, we hypothesize that attitude, subjective norms, personal innovation and perceived behavioral control have positive impact on a person’s intentions to adopt m-commerce. We conducted a survey and received 212 responses. We used structural equation modeling for data analysis. Our model was able to explain 60% of the observed variance. Out of 11 hypotheses, 8 were significant at p < 0.01 and the remaining 3 are significant at p < 0.05. Our results show that trust (m-commerce vendor), perceived usefulness (user), self efficacy (technology) and the normative influence (society) are the most important factors for m-commerce adoption in India.

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Paper Citation


in Harvard Style

Gangwal N. and Bansal V. (2016). Application of Decomposed Theory of Planned Behavior for M-commerce Adoption in India . In Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS, ISBN 978-989-758-187-8, pages 357-367. DOI: 10.5220/0005627503570367


in Bibtex Style

@conference{iceis16,
author={Neeraj Gangwal and Veena Bansal},
title={Application of Decomposed Theory of Planned Behavior for M-commerce Adoption in India},
booktitle={Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS,},
year={2016},
pages={357-367},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005627503570367},
isbn={978-989-758-187-8},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - Application of Decomposed Theory of Planned Behavior for M-commerce Adoption in India
SN - 978-989-758-187-8
AU - Gangwal N.
AU - Bansal V.
PY - 2016
SP - 357
EP - 367
DO - 10.5220/0005627503570367