Full Dissertation PDF

Impact of Mobile Commerce on Younger Generation
IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION :
A STUDY IN BANGALORE CITY
By
L.MEGHASHREE
4th semester MBA
Reg. No. 15MB1099
Project report submitted to the University of Mysore in partial fulfillment of the

requirement of 4th semester MBA degree examination -2017
Ramaiah Institute Of Management Studies.
New BEL Road , M.S.Ramaiah , M.S.R.I.T Post
Bangalore -560054
Ramaiah Institute Of Management Studies Page 1

STUDENT’S DECLARATION
I L.MEGHASHREE is hereby declare that this project report Titled IMPACT OF MOBILE
COMMERECE ON YOUNGER GENERATION: A STUDY IN BANGALORE CITY
submitted in the partial fulfillment of the requirement for 4th SEMESTER MBA degree
examination to the university of Mysore, through Ramaiah institute of management studies ,
Bangalore 560054 is a record of my original work done by me and has not been submitted
previously for the award of any degree/ diploma to any other organization .
Place : Bangalore L Meghashree
Date : 15MB1099

GUIDE’S DECLARATION
This is to certify that the project report title “IMPACT OF MOBILE COMMERECE ON
YOUNGER GENERATION : A STUDY IN BANGALORE CITY” submitted to the
University of Mysore , Mysore in partial fulfillment of 4th Semester MBA Degree
Examination -2015, by L.MEGHASHREE bearing Registration No. 15MB1099 has worked
under my supervision and guidance . I certify that no part of this Project Report has been
submitted earlier to any Department/university for the award of any degree/diploma to the
best of my knowledge.
Place: Bangalore Guide Signature
Date: Name:
Designation:

ACKNOWLEDGEMENT
A work like this needs support and encouragement from different sections of various
industrialists. This project researcher has taken the help of many personalities like Professors
of Business Management and business leaders. Many of them are either working in industries
as officers or working as managers and some of them are really business entrepreneurs who
have got vast knowledge in many areas.
At the very outset this project researcher expresses thanks to the reputed University of
Mysore for giving me an opportunity to pursue my MBA Degree and allowed me to submit
this work for the award of MBA Degree.
Researcher also expresses thanks to Dr. M. R. Pattabhiram, the Hon’ble director of Ramaiah
Institute of Management Studies for encouraging me to this work.
I also wish to express my sincere thanks to my guide Mr.Vinay.S for encouraging me to do

this work by his valuable knowledge and experience in this field.
I also wish to record my sincere thanks to the Hon. Dean Dr. Arun Chandra Mudhol for
encouragement in writing this report.
I owe irredeemable debt to my parents. Further, I wish to record my thanks to Mr.Veda

Murthy Librarian , Ramaiah Institute of Management Studies , Bangalore for his patience and
timely help.
Date : Signature of the Candidate :

CONTENTS
Chapter
Particulars Page No.
No.
1. Introduction And Review Of Literature 1-17
2. Theoretical aspects of Mobile Commerce 18-34
3. Analysis Of Data 35-76
4. Observations Or Discussions 77-80
5. Findings, Suggestions and Conclusion 81-84
6. Bibliography and Appendices 85-91

List of tables
Table No. Title of the Table Page No.

3.1 Table showing number of respondents 37
3.2 Table showing purpose of using mobile commerce 39
3.3 Table showing number of respondents 41
3.4 Table showing prominent domain 43
3.5 Table showing implementation of M-Commerce in India 45
3.6 Table showing future of M-Commerce in India 47
3.7 Table showing comfortable while making retail purchases using 49
smart phone
3.8 Table showing retailers capability at meeting the needs of the 51
customers
3.9 Table showing usefulness of M-Commerce in this generation 53
3.10 Table showing satisfaction by using M-Commerce 55
3.11 Table showing M-Commerce expectation rate 57
3.12 Table showing capabilities to understand the M-Commerce 59
3.13 Table showing supported customer version for M-Commerce 61
3.14 Table showing building up M-Commerce system in house or 63
outsource
3.15 Table showing mobile applications platform used to build the 65
commerce system
3.16 Table showing M-Commerce strategy helps present and future 67
generations
3.17 Table showing mobile banking transactions 69
3.18 Table showing sales 71
3.19 Table showing M-Commerce websites are good value for money 73
3.20 Table showing comfortable to be connected with M-Commerce 75

List of Graphs
Graph No. Title of the Graphs Page No.
3.1 Graph showing number of respondents 38
3.2 Graph showing purpose of using mobile commerce 40
3.3 Graph showing number of respondents 42
3.4 Graph showing prominent domain 44
3.5 Graph showing implementation of M-Commerce in India 46
3.6 Graph showing future of M-Commerce in India 48
3.7 Graph showing comfortable while making retail purchases using 50

smart phone
3.8 Graph showing retailers capability at meeting the needs of the 52
customers
3.9 Graph showing usefulness of M-Commerce in this generation 54
3.10 Graph showing satisfaction by using M-Commerce 56
3.11 Graph showing M-Commerce expectation rate 58
3.12 Graph showing capabilities to understand the M-Commerce 60
3.13 Graph showing supported customer version for M-Commerce 62
3.14 Graph showing building up M-Commerce system in house or 64

outsource
3.15 Graph showing mobile applications platform used to build the 66
commerce system
3.16 Graph showing M-Commerce strategy helps present and future 68
generations
3.17 Graph showing mobile banking transactions 70
3.18 Graph showing sales 72
3.19 Graph showing M-Commerce websites are good value for money 74
3.20 Graph showing comfortable to be connected with M-Commerce 76

CHAPTER 1: INTRODUCTION AND REVIEW OF LITERATURE
1.1 EXECUTIVE SUMMARY
In today‟s world mobile commerce is playing a very important role in every one‟s
life. The change in the technology has made people use more of mobile commerce in their
day today life. Mobile commerce services machines were accepted by payment via sms text
message. This way of mobile commerce got introduced to several new mobile applications
such as the first mobile phone – based banking services .
The first sales of digital content as downloads to mobile phones were made possible
and its playing a vital role in each and every human being. Many businesses are beginning to
use mobile commerce as a more efficient way to communicate with their customers by using
personal digital assistance (PDAs) and cellular phones.
In order to destroy the mobile commerce market, mobile phone manufacturers are
working with carriers such as Wireless and Sprint to develop WAP-enabled smartphones and
these Smartphones offers fax, e-mail, and phone capabilities.
1.2 INTRODUCTION :
Mobile Commerce is a mode of buying and selling of goods and services through
wireless handheld devices such as cellular telephone and personal digital assistants (PDAs).
Mobile commerce is providing the delivery of electronic commerce capabilities directly into
the consumers hand everywhere via wireless technology. Customers are yet think of mobile
commerce as a “retail outlet in your customers pocket.”
To completely understand the potentiality of mobile commerce , we should first

explain what comes to this term. As you can see the following below, it is not just buying and
selling of stuff with mobile devices. Depending on the approaches we can also include some
of the following :
 Mobile payments
 Mobile money transfers and mobile-banking ;
 And mobile financial services

Because of so many differentiations we can have a look on different data mobile

commerce market value by this way we can easily compare the mobile commerce market
share with e-commerce.
M commerce is one of the most effective and flexible mode of transferring goods and
services through mobile networks all over the world. It is sustainable and can be implemented
on the massive scale necessary to respond to the urgent needs of the customers to satisfy their
wants in giving more satisfaction on the mobile data plans helping the younger generation to
know more about the drastic change in the technology. Mobile Commerce is a mode of
buying and selling of goods and services through wireless handheld devices such as cellular
telephone and personal digital assistants (PDAs).
Mobile commerce is providing the delivery of electronic commerce capabilities

directly into the consumers hand everywhere via wireless technology. Customers are yet to
think of mobile commerce as a “retail outlet in your customer‟s pocket.” To completely
understand the potentiality of mobile commerce, we should first explain what comes to this
term. As you can see the following below, it is not just buying and selling of goods and
services with mobile devices. Depending on this approach we can also include some of the
following:
Due to so many differentiations we can have a look on different data mobile

commerce market value. By this way we can easily compare the mobile commerce market
share with e-commerce. The use of wireless and mobile networks and devices are growing
rapidly where there is no doubt in it. With the emergence of electronic commerce (e-
commerce) from 1990 s we have been witnessing a great shift in methods of doing business.
Individuals, business and academics have been focusing on the new way of conducting
business online. Mobile commerce can be seen as a subset of e commerce which refers to
many transactions with the monetary value which is conducted via mobile network.
Advanced wireless and mobile technologies facilitate e commerce conducted from a wired
network to a wireless network.
When users conduct e commerce such as e banking or the purchase of products, they
need not use a personal computer system. In the past, these mobile devices or technologies
were regarded as a kind of luxury for individuals. However, this situation has changed. In the
past few years the market for mobile technologies has seen significant growth. This has been

creating a new opportunity for the growth of m-commerce. M-commerce is a technological

frontier and is an attractive area for research because of its rapid growth, and potential
applications.
„Commerce‟ is the trading of value between two entities. That something may be
goods, services, information, money or anything else. The two entities consider to have the
value. Trading was the main facility in earlier times with barter facility for goods and
services. Later, currency was introduced as standardized money to facilitate a wider exchange
of goods and services. Today‟s era is an information era and the world is passing through an
information revolution. One of the profound consequences of the information revolution is its
influence on how economic value is created and extracted. Today the information is more
easily accessed, absorbed, arranged and is priced in different ways.
Markets are expanding from regional to global. Knowledge is replacing land, labor
and capital as the key value driver. Intelligent workers and virtual spaces are limiting the
need for surface and air travel. With the technological progression particularly in computers
and internet field has led to the birth of electronic commerce (e-commerce) which enabled the
business processes to be more simplified, efficient, quick and resulting in improved
productivity with higher satisfaction level to the customers. Also, improved processes
resulted in reduced cost of production and transaction cost and therefore the profitability of
business increases. The emerging wireless and mobile networks have added another
dimension of mobility and extended e-commerce to another research and application subject
called mobile commerce popularly known as m-commerce.
M-commerce is a platform where a mobile customer can avail various banking and
other related commercial facilities through his mobile phones. M commerce is not the
transaction itself. It provides services and information, which can trigger a future transaction.
The scope of m commerce therefore goes beyond the initial one time commercial
transactions. The main areas of m commerce use are in text messaging or SMS, mobile
payments, financial and banking services, logistics, goods/services, buy/sell, information
services and wireless customer relationship management etc. Taking into consideration the
nature of the research on m-commerce would be difficult to group the literature under any
specific disciplines. The evidence of this can be seen in business, management, marketing,

engineering, information technology (IT), and information systems (IS) which are reviewed
and classified into one of the five categories:
(1) Wireless network infrastructure

(2) Mobile middleware,
(3) Wireless user infrastructure,
(4) M-commerce theory and research, and
(5) M-commerce cases and applications.
The above categories serve as a platform for understanding the mobile commerce research
Many choose to think of Mobile Commerce as meaning “a retail outlet in your

customers pocket” . the Mobile Commerce consists of following services:
1.3 SIGNIFICANCE OF THE STUDY:
The main aim of M-commerce is to improve the convenience of trading and also to
implement electronic money solutions for quicker purchase of goods and services. M-
commerce has made it possible by delivering the concept of value to customer. M-commerce
application can be Business to Business, Business to Customer in the e-commerce world.
Even though M-commerce is not mature, the potential to make it more convenient for
consumers to spend money and purchase goods and services as been increasing day by
day. Since wireless devices travel with the consumer, the ability to purchase goods and
services is always presenting a full fledged way. This clearly shows the technique that it can
be used to raise revenue. The success of m-commerce depends on the technology and the
attractiveness of m-commerce applications.
The existence of wireless technology has created a rapid boost in the growth of some
commerce businesses. Its a brilliant development which has provided a stronger connection
between the target markets and many businesses which are continuously taking chances with
their opportunity. In the present world a mobile device as wireless technology is already
being a very necessity to many. Making businesses and connecting to people via mobile
applications is a winning option where this potential makes a way to the existence of mobile
commerce which Is so called mobile commerce.

1.4 STATEMENT OF THE PROBLEM :
M commerce is one of the most effective and flexible mode of transferring goods and
servies through mobile networks all over the world . It is sustainable and can be implemented
on the massive scale necessary to respond to the urgent needs of the customers to satisfy their
wants in giving more satisfaction on the mobile data plans helping the young generation to
know more about the drastically change in the technology.
1.5 VARIABLES :
1.5.1 INDEPENDENT VARIABLE :The independent variables are as follows: Five factors
that may influence the answer to the questions: age, gender, background, economic
conditions, and education level.
1.5.2 DEPENDENT VARIABLE: In this analysis, the dependent variables might help m-
commerce organizations to increase the business efficiency. These technologies include
global pointing systems, geographic information systems, intelligent transportation , wireless
data center, mobile inventory, mobile auction, mobile office, location based services,
customer relationship management, supply chain management,
1.6 OBJECTIVES OF THE STUDY :

1.6.1 To understand the context of mobile commerce .
1.6.2. To analyze the customer preferences using mobile commerce .
1.6.3. To evaluate the mobile commerce problems and prospects
1.7 HYPOTHESIS :
1.7.1 Null hypothesis :
H0 = M commerce influences easier and faster transactions .
1.7.2 Alternative hypothesis :
H1 = M commerce does not influence easier and faster transactions .
1.8 LIMITATIONS OF THE STUDY:
1.8.1 Sample size also affects the study .
1.8.2 The focus is only on the younger generation
1.8.3 Mobile commerce is limited only for some regions like urban regions.
1.8.4 The users of mobile commerce are limited

1.9 Research methodology: The basic aim of this study is to impact of M-Commerce and
the challenges for adopting M-Commerce. The study is investigative in nature. Both primary
and secondary data will be collected.
1.9.1 Primary data collection: primary data collection involves the original primary data
collected by the researchers. It is undertaken after researchers have gained the information
by reviewing secondary research or by getting previously collected primary data, it includes
questionnaires, market research, experiments made , and direct observations.
1.9.2 Secondary data collection: is the collection of data that is collected by someone
other than then user . Secondary data can save time that would otherwise be spent on
collecting data in case of quantitative data. Secondary data analysis can be less useful in
marketing research, as data may be outdated or inaccurate. Secondary data is obtained
namely by published and unpublished sources.
1.10 Bank account /debit card based :
In this model, the bank account/ debit card is limited to the mobile phone number of
the customer, when the customer makes an m-payment transaction with a merchant, the
amount from bank account of the customer is debited and the value is credited to the
merchant account.
1.11 Credit card based :
In this credit card based model, the credit card number is linked to the mobile phone
number of the customer. When the customer makes an m-payment transaction with a
merchant, the credit card is charged and the value is credited to the merchant account. Credit
card based solutions have the limitation that it is heavily dependent on the level of
penetration of credit cards in the country.
1.12 Definition and concepts used :
1.12.1 Meaning:
Mobile commerce also referred to as m commerce, is the use of wireless handheld

devices such as cellular phones and laptops to conduct the commercial transactions online.
Mobile commerce transactions continue to grow and the term includes the purchase and sale

of a wide range of products and services such as online banking, bill payment and
information delivery.
1.12.2 Definition:
M commerce (mobile commerce ) is defined as the buying and selling of goods and
services through wireless handheld devices such as cellular telephones and personal digital
assistants (PDA s )Known as next generation e commerce , mobile commerce enables users
to access the internet without needing to find a place to plug in .
1.13 M-Commerce Services - Concept
M-Commerce Services Infrastructure to change the scenario of retail applications

adopting Wireless Technology on GSM / CDMA. Ready platform is offered for deploying M
Commerce Services by different organizations like:
a. Banks and Financial Institutes

b. Cellular Operators
c. Government
d. Loyalty Providers
e. Various Corporate
M-Commerce Infrastructure integrates front end applications, like Wireless Point of

Sale Terminals, Micro Finance, e-purse, Bill Payment, Prepaid Top up Vouchers, Vending
Machine operation, e-Governance etc. offered by different organizations with backend
applications offered by other organizations, required to establish the working model. Being a
manufacturer, E Cube India offers different hardware to support the applications desired by
the client.
1.14 Benefits of M-Commerce:
As the competition in the mobile commerce services is increasing, the customers are
becoming more demanding and now it is the buyer‟s market in the case of
telecommunications. So, it is important for the mobile service providers to understand the
customers perception regarding mobile services. The present competitive market scenario
have a strong bearing on wide and varying customer expectations from their existing mobile

service provider as they have become more concerned about the value for money. Thus, the
understanding of the customer perception is needed to raise service quality level to satisfy
them.
Benefits of m commerce with respect to customers are as follows:
 Ubiquitous personalized service- anywhere, anytime

 Remote payment for utility bills, insurance premiums, credit card , bills, EMI s etc
 Integration with existing payment systems e.g. Credit/debit card payment option.
 Promotion of location based services
 Faster transaction time
 New business opportunities for stakeholders.
 Point of sale (POS) device may not require
 Branding and business opportunities for banks.
 Higher volume in banking with less cash transactions.
 Penetration into cash dominated category
 Help developing customer loyalty.
 Reduction in cost of infrastructure and usages.
1.15 Types of M-Commerce: The m commerce can be classified broadly into the following
categories they are as follows :
1.15.1 Mobile Money Transfer: Mobile transfer is mainly done through the use of mobile
phones. The initiative of such services can be done by private sector banks in order to provide
better services to the customers.
1.15.2 E-money: Cash loaded in the mobile phones. Consumers use this virtual cash as real
value for all types of transactions. E.g. Prepaid cash card, recharge voucher amount etc.
1.15.3 M-banking: Mobile phone used for accessing the bank accounts. All payments are
routed through the bank. E.g. balance query, share trading alert, banking transactions etc.
1.15.4 Mobile ATM:With the introduction of mobile money services, the operators are now
looking for efficient ways to roll out and manage distribution networks that can support cash-
in and cash-out. Unlike traditional ATM, Mobile ATM has been specially engineered to
connect to mobile money platforms and provide bank grade ATM quality.

1.15.5 Mobile Ticketing: Tickets can be sent to mobile phones using a variety of
technologies. Users are then able to use the tickets immediately, by presenting their mobile
phone at the ticket check. Most number of users is now moving towards this technology.
Best example would be IRCTC where ticket comes as SMS to users.
1.15.6 Mobile vouchers, coupons and loyalty cards: Mobile ticketing technology can also
be used for the distribution of vouchers, coupons, and loyalty cards. These items are
represented by a virtual token that is sent to the mobile phone. A customer presenting a
mobile phone with one of these tokens at the point of sale receives the same benefits as if
they had the traditional token. Stores may send coupons to customers using location-based
services to determine when the customer is nearby.
1.15.7 Content purchase and delivery: Currently, mobile content purchase and delivery
mainly consists of the sale of ring-tones, wallpapers, and games for mobile phones. The
convergence of mobile phones, portable audio players, and video players into a single device
is increasing the purchase and delivery of full-length music tracks and video. The download
speeds available with 4G networks make it possible to buy a movie on a mobile device in a
couple of seconds.
1.15.8 Location based services: The location of the mobile phone user is an
important information used during Mobile Commerce or M-Commerce transactions.
Knowing the location of the user allows for location-based services such as:
 Local discount offers

 Local weather
 Tracking and monitoring of people
1.15.9 Mobile Banking: Banks and other financial institutions use Mobile
Commerce to allow their customers to access account information and make transactions,
such as purchasing stocks, remitting money. This service is often referred to as Mobile
Banking, or M-Banking.
1.15.10 Mobile Brokerage: Stock market services offered via mobile devices have
also become more popular and are known as Mobile Brokerage. They allow the subscriber to
react to market developments in a timely fashion and irrespective of their physical location.

1.15.11 Auctions: Over the past three year mobile reverse auction solutions have
grown in popularity. Unlike traditional auctions, the reverse auction (or low-bid auction) bills
the consumer's phone each time they place a bid. Many mobile SMS commerce solutions rely
on a one-time purchase or one-time subscription; however, reverse auctions offer a high
return for the mobile vendor as they require the consumer to make multiple transactions over
a long period of time.
1.15.12 Mobile Browsing: Using a mobile browser a World Wide Web browser on
mobile device customers can shop online without having to be at their personal computer.
1.15.13 Mobile purchase: Catalog merchants can accept orders from customers
electronically, via the customer's mobile device. In some cases, the merchant may even
deliver the catalog electronically, rather than mailing a paper catalog to the customer. Some
merchants provide mobile websites that are customized for the smaller screen and limited
user interface of a mobile device.
1.15.14 In-application mobile phone payments: Payments can be made directly

inside of an application running on a popular Smartphone operating system, such as Google
Android. In-app purchases can be used to buy virtual goods, new and other mobile content
and is ultimately billed by mobile carriers rather than the app stores themselves. Ericsson‟s
IPX Mobile Commerce system is used by 120 mobile carriers to offer payment options such
as try-before-you-buy, rentals and subscription.
1.15.15 Mobile marketing and advertising: In the context of Mobile Commerce,

mobile marketing refers to marketing sent to mobile devices. Companies have reported that
they see better response from mobile marketing campaigns than from traditional campaigns.
The primary reason for this is the instant nature of customer decision-making that mobile
apps and websites enable. The consumer can receive a marketing message or discount coupon
and, within a few seconds, make a decision to buy and go. Research demonstrates that
consumers of mobile and wire line markets represent two distinct groups who are driven by
different values and behaviors, and who exhibit dissimilar psychographic and demographic
profiles.

1.16 Growth of Mobile Commerce:
Mobile Commerce services are evolving rapidly due to mobile service providers,
banks and payment service providers to offer more products and secure transactions through
mobile networks.
While e-Commerce is limited to PC users only, Mobile Commerce is open to almost

everyone with a cell phone and mobile connection. Mobile Commerce is expected to grow
because the mobile usage and ownership penetration is more than 4 to 5 times than a PC and
growing at a very fast rate.
With Mobile Commerce offerings expanding, customers have the hand-held

convenience of using their mobile phones for making payments for taxi fares and recharging
prepaid phone cards.
1.17 Emerging Services of Mobile Commerce:
1.17.1 Monetary transfers or transactions through mobile phones are found to be much
cheaper than traditional bank transfers as the transaction costs are much lower in the
former.
1.17.2 Innovative solutions for daily use such as payment of auto or taxi fares
1.17.3 Feasibility studies are being conducted to offer Mobile Commerce to microfinance
firms to enable them collect payments from remote areas.
1.18 REVIEW OF LITERATURE:
1.18.1 According to E.W.T. Nagi, (2008) mobile commerce large number of volume of
literature is available. this offers potential opportunities for further research and applications.
Since m commerce is still at the stage of development, a literature review of the mobile
commerce with the objective of bringing the state –of-art in mobile commerce research and
application will go further on the growth of mobile commerce technologies. The mobile
commerce articles are presented based on the schemes that consist of five categories i.e.
mobile middleware, m commerce theory and research, wireless network infrastructure,
m.commerce applications and cases, wireless user infrastructure

1.18.2 Shahizan Hassan 2011, In the current systems development there are several
methodologies including traditional and modern methodologies. Henceforth it can be argued
that existing development methodologies may not be suitable for mobile commerce
applications, as these applications are utilized in different contexts from fixed e-commerce
applications. This study proposes a system development methodology for mobile commerce
applications. In order to achieve this aim four objectives are under construction: investigating
existing systems development methodologies used to develop mobile commerce applications,
identifying the strengths and weaknesses of existing development methodologies,
construction of a suitable methodology for mobile commerce applications and testing for its
applicability.
1.18.3 Muazzan 2012, states that the research methodology used in the study is the design
research, which include the steps of awareness of problems, development evaluation,
suggestions and conclusion. The methods used to assist the mentioned research methodology
include literature analysis, industry visits, semi structured interview, survey, formulate
research and experimental evaluation. In this case constructive methodology is applicable as
it can be used to build the mobile commerce applications and it can also be showed that the
constructed methodology is practical as and when it is compared to the traditional
development for more benefits to the development process.
1.18.4 Andreas Amdreou 2002 ,says Mobile commerce applications and services can be
adopted through different wireless and mobile networks with the help of several mobile
devices. Mobile commerce is an evolving area of e commerce, where users can interact with
the service providers through a mobile and wireless network using mobile devices for
information and transaction processing. Mobile networks and devices both influence their
operational performance. Hence there is a strong need for taking into consideration those
constraints in the design and development phases of mobile commerce services and
applications, another important factor in designing mobile commerce services and
applications is the identification of mobile user‟s requirements.
1.18.5 Shintaro Okazaki 2005 , This paper summarizes the progress and the future directions
of m commerce research. The rapid use of internet enabled mobile handsets, research has
been undertaken only in a limited number of research areas. Important progress has been
made in mobile internet and SMS based mobile advertising adoption, but other important

topics such as e commerce and m commerce comparison, mobile based word of mouth and
methodological issues have already been addressed. And further studies should explore these
ideas.
1.18.6 According to Susy S.Chan 2002, the research on mobile commerce has focused on
single platforms and very limited aspects of commerce activities. The exploratory study was
also conducted to identify potential research questions concerning wireless solutions and to
examine the usability problems for consumers in e commerce. Some methods were evaluated
to have a look on the usability of ten wireless sites in three of the following platforms. WAP
– enabled mobile phones, palm operating systems based wireless PDA s and pocket personal
computers running windows in operating systems. This article provides design guidelines
based on our study and examines research implications for wireless interface design. It also
discusses the usability findings to user tasks, content presentation, search, navigation system
and the design constraints imposed by form factors.
1.18.7 Mohamed Khalifa 2008 , Mobile commerce is expected to experience a substantial

growth in the economy. Most mobile commerce applications except for a few have failed to
meet expectations. This study aims to examine specific factors which are pertaining to the
individual adoption of business to customer transactional mobile commerce. The technology
acceptance model (TAM) and the theory planned behavior (TPB) are also developed. These
models are tested with mobile device users who have not adopted mobile commerce yet.
These results provide strong support for the integrative approach, shedding light on the
significance and relative importance for specific technological characteristics. Such an
approach presents a major advantage.
1.18.8 Thae min 2005 , As all are entering into an „always on‟ society the interest in the
concept of “interactivity” has increased where people can interact anywhere and at anytime.
The importance of interactivity in mobile commerce environment has been given little
attention in the academic literature. This literature review identified the components of
interactivity and investigated the impact of perceptions of interactivity on customer‟s trust
and transaction intentions in mobile commerce. Some results indicated that the addiction of
mobile commerce of interactivity improves the model fit. Connectivity has a direct positive
effect on transaction intentions in mobile commerce. Based on these results this review

literature suggests that managerial implication on new marketing strategies , focuses on the
contextual marketing communication that link online , mobile and offline environment .
1.18.9 Prashanth. C.Palvi 2009, Mobile commerce technologies have entered into consumer
markets throughout the world. The identification of factors that influence mobile commerce
adoption has significant value. Mobile commerce has a strong influence on the business
activities, consumer behavior as well as national and global markets. In the global point of
view this study identified nine factors affecting mobile commerce adoption based on
published research in management information system.
1.18.10 Decai Meng 2008 , The wireless technology and mobile communication continues to
grow at a substantial rate in the day today world. Despite the rapid growth mobile commerce
still experiences challenges in many ways. Several studies have identified trust as a major
concern for consumers to adopt the method of mobile commerce. Gaining customer trust in
mobile commerce is a huge task because of its unique features. This paper has proposed a
conceptual model in order to examine trust and its causes in mobile commerce by its previous
studies. Mobile vendor trust, mobile technology trust and other traditional trust factors were
seen as the cause for mobile commerce trust, which will in turn affect the intention of
adoption. For collecting the data and testing the proposed model a survey instrument was also
developed.
1.18.11 Janine Joubert Jean 2013, This research paper investigates a model that incorporates
trust and risk factors to explore adoption of mobile commerce. Due to lack of trust consumers
shows lack of enthusiasm. Using partial least squares (PLS) a survey was used to test the trust
model. The study determined that personal characteristics had influenced the perceived
trustworthiness of the vendor, technology and the institutional framework. System based trust
influences the intention to use the mobile commerce services like none of the other types trust
did. Risk only impacted trust negatively but had no direct impact on intention to adopt. From
the earlier adopters mobile commerce benefits such as compatibility and image were not
more important than trust.
1.18.12 Isaleh Alqatan 2012 , All over the world wireless communication and mobile
technologies are growing at a very rapid stage but still the development of mobile commerce
is hindered by lot aspects. Researchers all over the world are actively studying on this domain
to understand the factors that affects the adoption of mobile commerce. Based on the

previous studies this paper has identified as the factor that influences the customers trust on
m commerce adoption in SMTEs. A lot of studies have recognized that trust is a crucial
factor that impacts the adoption of mobile commerce in a lot of domains including small and
medium sized tourism enterprises (SMTE s). As well as it is not an easy task to make the
customers to trust mobile commerce for various reasons. Based on the above statement, this
study has proposed hypothetical model for the purpose of studying trust with the mobile
commerce and calculation based trust towards the adoption of mobile commerce in SMETs
1.18.13 Osama ghaleb 2012 , This research study extended the Technology Acceptance
Model (TAM) with trust, risk security and privacy concerns constructs to identify the impact
of the factors on user‟s intention to adopt mobile commerce. A test was used utilizing
responses from students in two public universities in Jordan. Results indicated that perceived
trust, usefulness and ease of use are major influences of mobile commerce adoption. On the
other hand, risk factor security and privacy concerns were not significant in this relation.
1.18.14 Norazah Mohd Suki 2011, The purpose of this review is to provide an explanation
of factors influencing customer satisfaction and trust in vendors involved in mobile
commerce. Data were analyzed by employing structural equation modeling (SEM) supported
with maximum likelihood. The proposed model was tested and results were confirmed that
users satisfaction with vendors in mobile commerce was not significantly influenced by two
antecedents of the vendors website quality i.e. inactivity and customization and also of
mobile technology quality which is usefulness and ease of use .based on this review literature
vendors in mobile commerce should focus on the factors which generates more satisfaction
and trust among customers. In general these results can help them to better develop customer
trust in mobile commerce. Vendors of mobile commerce can provide a more satisfying
experience for customer.
1.18.15 Bin Wand 2014 tells that in the present scenario consumer trust is become dynamic
in mobile commerce. Research has examined how consumer trust in mobile commerce
evolves over time. Based on the self perception theory and the information system
expectation confirmation theory, this study examines 3 stage theoretical model of consumer
trust evolution in mobile banking. The focus is on the information mechanisms of a
consumers decision in the pre usage stage, the feedback mechanisms of usage behavior in the
usage stage , and the evaluation mechanisms in the post usage stage. Customer‟s evaluations

have significant impacts on satisfaction. Satisfaction enhances post use trust as well as pre-
use trust has a long term impact on post use trust.
1.18.16 Shahizan Bin Hassan 2015 , says that this study proposes a model for measuring the
service quality of mobile commerce in the environment. Various past measurement models of
electronic service quality (e-SQ) were also reviewed. In this study , a comprehensive analysis
of the review literature in the area of marketing , service quality (SQ) and information
systems service quality was carried out to identify the inter related factors that lead to service
quality of mobile commerce. It was found that over all service quality was determined by 3
dimensions which are service quality, information quality and system quality. The service
quality will have an impact on customer satisfaction, which will then affect the customer
behavioral intention. The above mobile commerce service quality model was developed by
revising and modifying the SERVQUAL scale
1.18.17 Dr. sunil bhatra (2013): This paper extends research mobile commerce in India . it
lists the issues faced by the Indian mobile commerce industry. With the advancement of time
and technologies business and strategies are changing. Earlier business strategies where based
on limited geographical reach and scope for the growth of e commerce. Indians are using
smart phones for the purpose of rapidly consuming contents such as gaming videos, songs,
and entertainment in its smart devices.
1.18.18 Anshu agarwal (2015): The study of this research paper is to make the readers aware
about the current status and scenario of commerce in India . By watching the day by day
changes in the technology we can say that the young generation are becoming “Modify” the
number of users are drastically increased on mobile phones and consuming a huge of mobile
internet providers.
1.8.19 Chandan gupta (2015): Before electronic commerce had connected us to the global
business trade and now mobile commerce has taken the place to connect al the customers
using smart phones to the global market. As of now there are not only companies , organizing
and communities in inida who are doing business using E commerce but now with the change
in the advanced technology m commerce is replced for e commerce
1.8.20 Dennehy, (2015): As a new way doing business mobile commerce are increasingly
being adopted by organization. As a new payment channel mobile commerce is resulted in an

increase in the volume of literature. Mobile commerce is aimed at identifying the key
research themes and methodologies research.
1.8.21 Dr . Pravin .H . Bhatawal (2015): The purpose of this research paper is to make the
readers aware of the current scenario and status of commerce in India . although people have
started using e commerce but still they hesitate to use m commerce because of securities
issues, payments problems and difficulty in the mobile applications . Implementation of m
commerce is not only the users who are facing problems but also the business are using the
problem .
1.8.22 Per.e Pedersen (2015): The literature review starts with an over view of the growth in
research in research on mobile services the methodology applied to identify articles for the
review is been explained with the journals from which the articles are selected . This starts
with a description of the mobile services studied within each of the main categories of the
articles. This shows that articles sometimes operate with rather generic descriptions of the
mobile service category studied in the field of mobile.

Chapter 2: Theoretical aspects of Mobile Commerce:
Various researchers in the field of information systems have ventured to investigate

the theories and models that have power in predicting and explaining behavior across usage
domains. Majorly, these studies focus on how to promote usage by examining what
encourages the technology adoption and usage. Since every technology acceptance theory has
different premises and benefits. It is vital to analyze each of them and consider how they may
contribute towards creating a model that could be applicable to mobile commerce.
2.1 Innovations Diffusion Theory (IDT)
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate
new ideas and technology spread. Everett Rogers, a professor of communication studies
popularized the theory in his book Diffusion of Innovations; the book was first published in
1962. IDT is concerned with how innovations spread and consists of two interlinked
processes notably the diffusion and the adoption process Rogers argues that diffusion is the
process by which an innovation is communicated over time among the participants in a social
system. The origins of the diffusion of innovations theory are varied and span multiple
disciplines.
Rogers proposes that four main elements influence the spread of a new idea: the
innovation itself, communication channels, time, and a social system. This process relies
heavily on human capital. The innovation must be widely adopted in order to self-sustain.
Within the rate of adoption, there is a point at which an innovation reaches critical mass.
Innovations Diffusion theory has been applied to numerous contexts, including medical
sociology communications , marketing , development studies , health promotion
, organizational studies, knowledge management, and complexity studies. The social system
in Innovations Diffusion Theory is the combination of external influences (mass media ,
organizational or governmental mandates ) and internal influences (strong and weak social
relationships distance from opinion leaders).
IDT helps bankers to design mobile services, which are suitable for and adoptable by
bank customers. Mobile banking users revealed that relative advantage, compatibility, and
observability have positive impact on adoption..

2.2 Social Cognitive Theory (SCT)
The Social Cognitive Theory emanated from the work of Bandura (1986) titled
“Social foundations of thought and action: a social cognitive theory.” The theoretical
perspective of SCT people do not learn new behaviors solely by trying them and either
succeeding or failing, but rather, the survival of humanity is dependent upon the replication
of the actions of others. Depending on whether people are rewarded or punished for their
behavior and the outcome of the behavior, the observer may choose to replicate behavior
modeled. Media provides models for a vast array of people in many different environmental
settings.
Social cognitive theory is often applied as a theoretical framework of studies

pertained to media representation regarding race, gender, age and beyond. Social cognitive
theory suggested heavily repeated images presented in mass media can be potentially
processed and encoded by the viewers (Bandura, 2011). Media content analytic studies
examine the substratum of media messages that viewers are exposed to, which could provide
an opportunity to uncover the social values attached to these media representations. Although
media contents studies cannot directly test the cognitive process, findings can offer an
avenue to predict potential media effects from modeling certain contents, which provides
evidence and guidelines for designing subsequent empirical work.
Media effects studies :
Social cognitive theory is pervasively employed in studies examining attitude or

behavior changes triggered by the mass media. As Bandura suggested, people can learn how
to perform behaviors through media modeling. SCT has been widely applied in media
studies pertained to sports, health, education and beyond. For instance, Hardin and Greer in
2009 examined the gender-typing of sports within the theoretical framework of social
cognitive theory, suggesting that sports media consumption and gender-role socialization
significantly related with gender perception of sports in American college students.
Bandura revised his theory from social learning to social „cognitive‟ both to distance
it from prevalent social learning theories of the day and to emphasize that cognition plays a
critical role in people's capability to construct reality, self-regulate, encode information, and
perform behaviors.

Ratten (2011) used social cognitive theory to examine the behavior of Australian
youths toward mobile banking. The conceptual model included five constructs namely media,
modeling, outcome expectancy, learning orientation and entrepreneurial orientation, which
are proposed to influence an individual‟s intention to adopt mobile banking.
2.3 Theory of Reasoned Action (TRA)
This theory was developed by Ajzen and Fishbein (1980) and forms the backbone of
studies associated with attitude-behavior relationships. The theory of reasoned action (TRA)
is one of the three classic models of persuasion, and is also used in communication discourse
as a theory of understanding. The theory aims to explain the relationship between attitudes
and behaviors within human action. The theory of reasoned action serves to understand an
individual's voluntary behavior. The ideas found within the theory of reasoned action have to
do with an individual's basic motivation to perform an action.
According to the theory, intention to perform a certain behavior precedes the actual
behavior The model contends that an individual‟s actual behavior is determined by the
person‟s intention to perform the behavior. TRA postulates that beliefs influence attitude and
social norms which in turn shape a behavioral intention that ultimately guides or even dictates
an individual‟s behavior. Intention is the cognitive representation of a person's inclination
towards a particular conduct and is considered to be the immediate antecedent of behavior.
Wan (2005) used TRA to investigate the factors that influence Hong Kong bank
customers to adopt banking oriented services. Study results showed that TRA was less
applicable for habitual behavior.
Whistle-blowing "involves an individual with some level of unique or inside

knowledge using public communication to bring attention to some perceived wrong doing or
problem.
TRA is used to examine the communication behavior in corporations. One of the

behaviors TRA helped characterize is knowledge sharing (KS) in companies. In the study
conducted by Ho, Hsu, and Oh, they proposed two models to construct KS process by
introducing TRA and game theory (GT). One model captures personal psychological feelings
(attitudes and subjective norms), the other model not only captures personal feelings but also
takes other people's decisions into consideration. By comparing the two models, researchers

found that the model based on TRA has a higher predictive accuracy than the model based on
TRA and GT. They concluded that employees "have a high probability of not analyzing the
decisions of others", and whether taking other colleague's decision into account has a great
impact on people's KS behavioral intention. It is indicated that "the more indirect decision-
makers there are in organizations, the less effective is KS”. To encourage KS, company
managers should avoid including indirect decision-makers in the projects.
2.4 Theory of Planned Behavior (TPB)
TPB evolved from the Theory of Reasoned Action, with an additional construct
termed as perceived behavior control (PBC). TPB recognizes that behavior can be deliberate
and planned. Therefore the extra construct aids to account for situations where an individual
lacks the control or resources necessary for carrying out the targeted behavior freely.
For TPB, the intention is determined by three core constructs namely; attitude toward
the specific behavior; subjective norms and perceived behavioral control. Perceived
behavioral control refers to people's perceptions of their ability to perform a given behavior
and influences intention. TPB perceives human behavior as guided by three kinds of beliefs
notably behavioral beliefs, normative beliefs and control beliefs.
This study investigated the current state of college students perceptions toward mobile
learning in higher education. Mobile learning is a new form of learning utilizing the unique
capabilities of mobile devices. In this study, we augment the theory of planned behavior to
include evaluative variables that are not fully captured in attitude and to enhance the
specificity of the model to mobile commerce. More specifically, we develop, operationalize
and empirically test a model for explaining the adoption intention of transactional B2C
mobile commerce.
The model is empirically tested with mobile device users who have not adopted
mobile commerce yet. The empirical results provide strong support for the theoretical model,
shedding light on the significance and relative importance of specific adoption factors. The
theoretical and empirical implications of these results are discussed.
Shih and Fang (2004) used the TPB in Taiwan to examine effect of customer‟s
attitude and subjective norms on internet banking adoption. The study found that attitude has

a significant effect on adoption intention, while subjective norm was found to be

insignificant.
Khalifa (2011) extended the theory of planned behavior by integrating confidence as a

moderator for the relationship between attitude and intention. Trial, communication and
observation were identified as the sources for m-commerce confidence with their effects
Mediated through exposure. The research model was empirically tested and supported.
Today, with the development in wireless and mobile technologies,
Mobile Commerce (m commerce) is expected to make substantial impact on the

business landscape. The mobile cellular market is the fastest growing telecommunication
market in terms India. Mobile Commerce market in India is expected to grow 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.
This study captures users' acceptance behavior towards M-commerce by applying

theory of planned behavior (TPB) model developed by Ajzen (1991). Results indicate that
attitude and perceived behavioral 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 behavior.
2.5 Decomposed Theory of Planned Behavior (DTPB)
DTPB was introduced by Taylor and Todd (1995) and comprehensively explores the
dimensions of attitude, belief, subjective norm and perceived behavioral control by
decomposing them into specific belief dimensions. DTPB suggests that behavioral intention
is the primary direct determinant of behavior.
Mobile commerce is the latest version of electronic commerce. Mobile commerce is

in early stages and its associated customer behavior is not well understood. Decomposed
Theory of Planned Behavior has been examined in this context. The roles of trust and
perceived ease of use, perceived usefulness, and perceived enjoyment in determining the
attitude to the adoption of M-Commerce has been examined. The relationship between
normative influence, subjective norms and perceived behavioral control has been tested.

Based on the theory of planned behavior the attitude, subjective norms, personal
innovation and perceived behavioral control has the positive impact on a person intention to
adopt M-Commerce.
Pedersen (2005) applied a modified version of the decomposed theory of planned

behavior to study the behavior of early adopters of mobile commerce services. With
appropriate modifications the model may be used as a basis for evaluation of the adoption
potential of new mobile services.
Al-Majali and Mat (2010) investigated twelve factors that may influence internet
banking adoption in Jordan. Their study concluded that using the decomposed theory of
planned behavior provides a comprehensive model to understand the antecedents of Internet
Banking Adoption.
2.6 Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM) was developed from TRA as a theoretical
basis for specifying the causal linkages between perceived usefulness, perceived ease of use,
users‟ attitudes, intentions and actual usage behavior (Davis 1989). Davis (1989) developed
and validated better measures for predicting and explaining usage which crystallized on two
theoretical constructs namely perceived usefulness and perceived ease of use as the
fundamental determinants of system use. Hence, TAM replaces determinants of attitude of
TRA with perceived usefulness and perceived ease of use.
Hung (2004) used TAM to evaluate the acceptance and usage of mobile commerce.
The perceived ease of use and perceived usefulness are the fundamental determinants of user
acceptance and positively impact on attitude to use as well as behavioral intention to use.
Attitude toward using m-commerce was found to have a partial mediating effect on
behavioral intention to use while behavioral intention was found to exert a positive, though
lesser impact on actual use of m-commerce.
Lule (2012) applied technology acceptance model to examine the factors that
influence the adoption of mobile commerce. The study specifically focused on the evaluation
of mobile banking application. The perceived ease of use, perceived usefulness, perceived
self efficacy and perceived credibility significantly influenced customers‟ attitude towards
usage of M-Commerce.

TAM suggests that user adoption of new information systems is determined by user‟s
intention to use the system, which in turn is determined by user‟s beliefs about the system.
According to this model, both perceived usefulness and ease of use influence the attitude of
individuals towards the use of technology, while attitude and perceived usefulness of the
technology predict the individual‟s behavior to use the technology. The TAM‟s basic
constructs, perceived ease of use and perceived usefulness don‟t fully reflect the specific
influences of technological and usage context factors that may alter user acceptance. This
model has been widely used over the past decade as a means of predicting user‟s intention to
use new technologies.
The mobile commerce is a new way of doing business and promises delivering the
business in new way. There TAM could be useful in predicting user‟s intention to adopt new
services and applications. Theory of planned behavior extends from theory of reasoned action
by incorporating an additional construct, namely, perceived behavior control to account for
situations in which an individual lacks substantial control over the targeted behavior.
According to TPB, an individual‟s behavior intention is jointly influenced by subjective
norms and perceived behavioral control. Moreover, diffusion of innovation is important
theory as Prior studies have extended TAM with constructs such as perceived playfulness,
perceived enjoyment and others. It is widely recognized that subjective norms and perceived
behavioral control are important for understanding and predicting intentions and behavior in
specific contexts.
2.7 Technology Acceptance Model 2(TAM2)
Venkatesh and Davis (2000) extended the technology acceptance model to include
additional key determinants that explain perceived usefulness and usage intentions in terms of
social influence and cognitive instrumental processes as well as to understand how the effects
of these determinants change over time with increasing user experience. Social influence
processes entail subjective norm, voluntariness and image while cognitive instrumental
processes relate to job relevance, output quality, result demonstrability, and perceived ease of
use.
Moeser (2013) undertook a study on the factors that drive the intention to use online
social business networks based on the theoretical frame of TAM and its extensions,
particularly the TAM2 model. Core results revealed that TAM2 model generally holds in the

case of online social business network usage behavior, explaining 73% of the observed usage
intention.
TAM2 examined that Mobile commerce was initially expected to experience a

substantial growth for several reasons, i.e. rapid proliferation of mobile device adoption and
the obvious advantages of anytime, anywhere connectivity.
However, most m-commerce applications, excepts for very few personal applications
(i.e. ring tone) have failed to meet expectations. Many factors have hindered consumer‟s
usage of mobile commerce applications. These include cost of access, credit card security,
difficult navigation and low access speed (Smith, 2001). However, today a considerable
proportion of mobile commerce consists of purchase of different types of digital content that
in most cases is used in the mobile phones. Customers want to personalize their mobile
devices with ringing tones, screen savers, wall papers and downloading games. Getting used
to buying digital content and services with the mobile devices will make it easier to adapt to
mobile payment mechanism for physical goods as well in future.
2.8 Augmented TAM or Combined TAM and TPB (C-TAM-TPB)
Augmented TAM combines the perceived usefulness predictor of TAM and attitude
toward behavior, subjective norm and perceived behavioral control from TPB, to provide a
more complete test of the important determinants of IT usage. This is based on their
predictive utility in IT usage research and their wide use in social psychology. Since the
augmented model accounts for a reasonable proportion of the variance in intention and
behavior.
Taylor and Todd (1995) suggest that it provides a perfect model of IT usage for both
experienced and inexperienced users. However, the richness and predictive power of the
combined TAM and TPB model has been contested through research.
Yayla & Hu (2007) compared four different models namely TAM, TPB and two
combined TAM-TPB models in terms of their predictive power and model fit to empirical
data using meta-analysis methodology. Data for this study was gathered from meta-analytic
calculations of 32 studies found in the technology acceptance literature. Findings
demonstrated that when used separately TAM and TPB models offer more theoretical

parsimony and clarity as well as a better fit with empirical data than the combined TAM-TPB
models.
Recently, TAM was applied in a consumer context with the addition of a “hedonic”
factor that relates to user pleasure when using it. In work involving the Internet this hedonic
component has been described as “fun”, “playfulness” or “enjoyment”. Online retail
shopping has been suggested to have both utilitarian and hedonic dimensions and that
vendors can create aesthetically rich shopping environments that consumers enjoy.
Moon and Kim conducted an experiment on the Internet and suggest there is a
positive relationship , perceived playfulness and attitude or intention toward use of the World
Wide Web. It is said that “when individuals are in the playfulness state, they will find the
interaction intrinsically interesting: they are involved in the activity for pleasure and
enjoyment rather than for extrinsic rewards”. However, it should be pointed out that they had
no specific and defining antecedent variable to enjoyment.
Childers examined characteristics of the interactive shopping environment, such as

navigation and convenience, that were expected to result in an enjoyable shopping experience
as well as perceived usefulness and ease of use. These relationships were supported but
aesthetics of the website were not considered. Various antecedents of playfulness have been
identified, including website characteristics. Seven such characteristics were: content, speed,
ease of use; experimentation; variety; navigation; feedback; focused attention; and control.
All characteristics were found to influence perceptions regarding playfulness of the site.
Finally, an investigation by Bruner and Kumar served as an important catalyst to our

study. In their work, they tested different perceptions for fun by users on a desktop PC, a
wireless phone simulation, and a PDA. Results demonstrated that the desktop and PDA were
equally easy to use, but the PDA was perceived as more fun. Contrary to expectations, the
wireless phone simulation was perceived as less fun than the desktop. Strong effects were
found for ease of use related to both usefulness and fun of the device; however specific
characteristics of the device responsible and fun were not articulated.
2.9 Model of Personal Computer Utilization (MPCU)
MPCU was largely derived from the theory of human behavior and designed to
predict PC utilization. In this model, the constructs that predict usage are job fit, complexity,

long term consequences, affect toward use, social factors and facilitating conditions. Job-fit is
the extent to which an individual believes that using a technology can enhance the
performance of his or her job. Complexity is the degree to which an innovation is perceived
as relatively difficult to understand and use. Long-term consequences are outcomes that have
a pay-off in the future.
Affect towards use relates to feelings of joy, elation, or pleasure, or depression,

disgust, displeasure or hate associated by an individual with a particular act.
Social factors are the individual‟s internalization of the reference group‟s subjective
culture, and specific interpersonal agreements that the individual has made with others in
specific social situations. Facilitating conditions are objective factors in the environment that
make an act easy to accomplish for instance the provision of support for users of personal
computers in the IS context.
2.10 Motivational Theories
Researchers have developed a number of different theories to explain motivation.

According to these theories, people are motivated to behave in certain ways because they are
evolutionarily programmed to do so (Vallerand, 1997). Generally, rationale behind behavior
is explained through extrinsic or intrinsic motivation. Extrinsic motivation relates to the
perception that users will want to perform an activity because it is perceived to be
instrumental in achieving valued outcomes that are distinct from the activity itself, such as
improved job performance, pay, or promotions (Davis, Bagozzi 1992).
Intrinsic refers to the perception that users will want to perform an activity for no
apparent reinforcement other than the process of performing the activity. Researchers have
applied motivation models to study new technology adoption and use.
Sheng (2005) examined whether intrinsic motivation could be used to explain

consumers‟ acceptance of on-line shopping. They developed a theoretical model based on the
TAM to describe the intrinsic and extrinsic motivations of consumers to shop on-line. The
results of their empirical study showed that perceived usefulness (which is an extrinsic factor)
is not an antecedent of on-line shopping, while fashion (i.e. social influence) and cognitive
absorption experiences (which means a state of deep involvement with software, an intrinsic

factor) on the web were more important than extrinsic factors in explaining on-line consumer
behavior.
Kim (2007) examines the adoption of mobile-internet as a new information and

communication technology from the value perspective. Mobile-internet is an enabling
technology of m-commerce. They identified the phenomenon that although mobile-internet
essentially provides the same services as stationary internet, its adoption rate in many
countries is very low compared to that of stationary internet. They developed the Value-based
Adoption Model to explain customers' mobile-internet adoption from the value maximization
perspective. The results found that consumers' perception of the value of mobile-internet is a
principal determinant of adoption intention, and other beliefs, including perceived usefulness
(extrinsic factor) and perceived enjoyment (intrinsic factor), are mediated through perceived
value.
2.11 Unified Theory of Acceptance and Use of Technology (UTAUT)
Venkatesh (2003) reviewed user acceptance based on eight prominent models,

formulated a unified model that integrates elements across the models and empirically
validated the unified model. The eight original models and theories of individual acceptance
are synthesized and comprised the following are the Theory of Reasoned Action (TRA),
Technology Acceptance Model (TAM), Motivational Model (MM), Theory of Planned
Behavior (TPB), Model Combining the Technology Acceptance Model and Theory of
Planned Behavior (C-TAM-TPB),Model of PC Utilization (MPCU), Innovation Diffusion
Theory (IDT), and Social Cognitive Theory (SCT). Each of these models and theories has
been examined in the preceding section.
Omwansa (2012) applied UTAUT to study mobile money adoption patterns at the
bottom of the Kenyan pyramid. Performance expectancy, social influence and perceived trust
were found to play an important role in determining behavioral intention to use mobile
money among the poor. Facilitating conditions and transaction costs were found to influence
actual usage, while the users' age, gender, education and risk moderate the relationships
between constructs that determine behavioral intention as well as actual usage.
Jaradat & Al Rabaa (2013) used UTAUT to examine key factors that affect the
intention to accept and the subsequent use of mobile commerce among Jordanian consumers.

Findings illustrated that user acceptance and use of mobile commerce services can be
predicted from the users‟ behavioral intentions, which are affected significantly by
performance expectancy, effort expectancy, and social influence
Unified Theory of Acceptance and Use of Technology (UTAUT) model with an

added construct of disturbance concerns. It is the only construct demonstrating a negative
influence on the technology acceptance models that can explain the reasons for the poor user
acceptance of mobile commerce. The proposed model brings together the research on mobile
commerce with the constructs of both positive and negative influence on behavioral intention.
The study of mobile commerce is characteristically different from general information
systems research because the target users are individuals rather than corporate users. Their
acceptance of mobile commerce is voluntary and for their own benefit.
This research complements current technology acceptance models and should be

applicable to research relating to other forms of new technology acceptance. It also provides
an important cluster of antecedents to eventual technology acceptance models via the proven
and comprehensive set of constructs influencing behavioral intention to adopt new
technology. The proposed model is practical and valuable to the markets, especially the
service providers of mobile commerce systems. The model is useful for them in developing
strategy to motivate the rapid acceptance of their mobile commerce services by mobile users.
2.12 Extended Unified Theory of Acceptance and Use of Technology (UTAUT2)
Venkatesh (2012) extended the unified theory of acceptance and use of technology
(UTAUT) to study acceptance and use of technology in a consumer context. Their work
culminated in the birth of an extended framework which is termed as “UTAUT2”. UTAUT2
incorporates three constructs into UTAUT namely hedonic motivation, price value, and habit.
Individual differences in particular, age, gender, and experience are hypothesized to moderate
the effects of these constructs on behavioral intention and technology use. Compared to
UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the
variance explained in behavioral intention.
Based on literature, the original UTAUT model appears to have acquired robust usage
across multiple studies and user groups. Nevertheless, extensions such as those exemplified
in UTAUT2 are a proof that no single research model has absolute applicability across

varying technological and organizational settings. Information system research should

continuously explore further influences and factors that may alter the behavioral intention to
use an information system in diverse settings.
These moderating factors are identified as age, gender, experience, and voluntariness.
The behavioral intention also significantly influenced use behavior with no moderation effect
assumed. However, the factors of computer self-efficacy, computer anxiety and affect toward
behavior were not showing significant effect in the study because the effects are being
captured by effort expectancy.
2.13 IS Success Models
Organizations and institutions invest large amounts of money and time in various
information systems. IS investments are typically justified by the expected increase in
economical effectiveness. The success of the investments is a critical concern of both
academic and practitioner communities (Sylla and Wen, 2002).
Managers are particularly eager to recognize the benefits achieved by IS investments.

Though various approaches for measuring the success of IT investments exist, IS related
benefits are still difficult to quantify owing to multiple factors that influence organizational
outcomes. The measurement of IS effectiveness and success remains a highly complex issue.
Sector specific models identify distinct critical success factors or new success dimensions
within a restricted context.
2.14 Delone & McLeon IS Success Models
A prominently cited model for analyzing multiple dimensions of IS success is the one
developed by Delone & McLeon (1992). This model is based on Shannon and Weaver‟s
(1949) pioneering work on communication and Mason‟s (1978) extensions to it. The original
model is a comprehensive framework with six interrelated dimensions of success namely;
system quality, information quality, system use, user satisfaction, individual impacts, and
organizational impacts.
Though the original model has been used in a large number of studies, many
modifications and improvements to the model have been suggested (Seddon, 1997; Wilkin

and Hewitt, 1999). empirically and theoretically assessed Delone & McLean's (1992) and
Seddon's (1997) models of IS success.
Their findings supported Delone & McLean's focusing on integrated IS success

models. Their findings also supported Seddon's (1997) three construct categories namely
system and information quality, general perceptual measures about net benefits of IS use and
IS behavior.
Ten years after the original model, DeLone and McLean revisited their own model
and made slight modifications to it. Delone & McLean's (2003) aver that IS quality has three
major dimensions notably information quality, system quality and service quality.
Information quality is related to the semantic level and the information product characteristics
such as accuracy, meaningfulness, and timeliness. System quality describes the technical
level characteristics of the information system.
Service quality has to do with the information system support level where the focus is
not on the product but on the services like end-user support which affect "use" and “user
satisfaction”. The updated model captured the service quality dimension to reflect the
importance of service and support in successful systems. All quality dimensions of the model
influence both user satisfaction and intention to use the system. Use and user satisfaction
bring certain net benefits that affectthe future use and satisfaction either positively or
negatively.
2.15 Task Technology Fit (TTF)
In an attempt to better understand the linkage between information systems and

individual performance, Goodhue & Thompson (1995) explored the linkage between two
complementary streams of research notably “utilization focus” research and “fit focus”
research and subsequently proposed a new comprehensive model. Essentially, utilization
research is based on theories of attitudes and behaviors among other situational factors that
lead to intentions to increase utilization of systems. Fit focus research is premised on the
notion that performance impacts will only result if technology provides features and support
that fit the requirements of a task.

Lee (2007) proposed and validated a modified task-technology fit model to explore
the factors affecting the effective adoption of mobile commerce in the Taiwan insurance
industry. The study established that experience, cognitive style, and computer self-efficacy
are major factors that can predict the fit of applying mobile based technology to insurance
tasks. Conventional wisdom and other demographic variables such as gender and age were
found to be non-significant.
Based on TAM and TTF theory, He and Wang (2012) constructed an adoption model
to analyze factors that influence users‟ adoption of m-commerce. The resultant model
indicated that perceived fit has positive effect on perceived usefulness. Perceived security and
perceived value were found to be positively related to intention to adopt m-commerce.
Perceived value was shown to mediate the effect of perceived usefulness and Perceived
security on users' intention to use m-commerce.
2.16 Integrating Technology Acceptance and IS Success Concepts
As evidenced by literature, researchers have analyzed system success from multiple

viewpoints. Each theory propounded has its own merits and limitations. The unique character
of mobile commerce has not received enough attention in the earlier research. Noticeably,
mobile commerce is ubiquitous and entails multiple service elements potentially offered by
different providers. There is therefore need for a model that puts to perspective the unique
characteristics of a mobile based commercial environment. In an effort to overcome various
practical limitations, some scholars suggest the integration of different approaches into a
single framework (Wixom and Todd, 2005).
Arguably, the integration of acceptance and success theories provides a more

comprehensive view and use by combining various quality dimensions, beliefs, attitude, and
intentions. Thus, an integrated approach which blends elements from different methods and
models better offers more reliable insights to the fundamental question of why mobile
commerce would succeed or fail.
Since the prime objective of this study is to generate a model of mobile commerce
success that is expected to have a capability in predicting and explaining success
determinants, these renowned theories and models were found to have specific characteristics

and significant benefits that yield the theoretical framework of this research. By capturing the
fundamentals of earlier studies and the important dimensions of m-commerce.
2.16.1 System Quality: is the principal criterion for judging whether system performance is
efficient and flawless in m-commerce. Important attributes of investigation would include
reliability of the system, online response time, round the clock availability, page loading
speed and visual appearance. Also important is the extent to which a system can be
customized to match the needs of diverse contexts. Customization reduces the effort
implication on the user within a particular mobile commerce context. A low effort
requirement potentially increases transactional probability by boosting usability of the
system.
2.16.2 Service Quality is very central in attracting customers to m-commerce. Service

quality includes the
Attributes of the content that are presented directly on mobile devices. Literature is emphatic
on the importance of information quality as one of the determinants of usage impact. Key
attributes identifiable with service quality include; content quality, currency,
understandability, timeliness, and preciseness. Mobile commerce system that provides
appropriate client support is likely to yield a suitable customer experience hence encouraging
repeated use and ultimate success. Support aspects revolve around transaction status tracking,
payment alternatives and availability of a mechanism for addressing frequently arising
questions.
2.16.3 Innovativeness: The scale of features and diversity of use of a mobile commerce
system have an influential bearing on the success of a system. By its nature, m-commerce
incorporates both informational and transactional components. A system that encompasses
multiple transactional functionalities is bound to realize a speedy success.
2.16.4 Price Structure: Prior literature reveals that cost and pricing structure may have a
significant impact on consumers‟ use of technology (Chan et al. 2008). In order to determine
the perceived value of products or services, monetary cost is usually appraised alongside the
quality of services. Mobile commerce value will probably be positive when the benefits of
using it are perceived to be greater than the monetary implication.

2.16.5 Security : poses a significant challenge in the m-commerce environment. Users are
usually apprehensive about the level of security when transacting electronically. Key issues
of concern relate to trust, protection of personal and financial data and recovery of
transactional information in the event of a calamity.
2.16.6 Technology literacy is the ability to use, assess and understand technology (ITEA,
2007). It influences an individual‟s ability to responsibly, appropriately and effectively use
technology tools to access, manage, integrate, evaluate, create and communicate information.
Technology literacy would enable individuals to appreciate how mobile technology evolves
and how it can best shape commercial practice.
2.16.7 Hedonic motivation is conceptualized as perceived enjoyment or pleasure derived

from using a technology (Thong et al 2006). Hedonic motivation has been found to be an
important determinant of technology acceptance and use (Brown and Venkatesh 2005;
Venkatesh et al., 2012). Thus, hedonic motivation is included as an antecedent of perceived
benefits.
2.16.8 Usability relates to the ease of use as well as broad principles behind a system‟s
perceived efficiency. Usability also takes into account the efficacy of a system such that if a
system has multiple uses to which it can be put to, then it is perceived to have more benefits.
Perceived net benefits are the potential merits that may arise from using mobile
commerce while weighed against the sacrifice to be made in order to enjoy the benefits in
question. The scope of utilization is influenced by the perceived benefits and in turn
influences the scale of use as well as adoption behavior. When users perceive mobile
commerce as useful, it prompts them to use the service repeatedly. Repeated use as sustained
by recurrent benefits provides basis for adoption and ultimate success.

Chapter 3 : DATA ANALYSIS AND INTERPRETATION:
According to the demographic profile numbers of male and female respondents using mobile
commerce are as follows:
Table :
Respondents Number of respondents Percentage

Male 60 60%
Female 40 40%
Total 100 100%
Analysis :
From the above table we can see that there is more number male respondents using mobile
commerce than female respondents. Male respondents are of 60% and female respondents are
off 40%. Hence it is analyzed that usage of mobile commerce is done more by males than
females users.

Graph :
Number of respondents
Male Female
40%
60%
Source Primary Data

Interpretation:
The above graph clearly shows that the number of respondents using more of mobile
commerce technology is male users when compared to female users. From this we can say
that female users are still not aware of the mobile commerce technology or they are not
willing to adapt to the changes that are being taking place in the economy.

1. From how many years you are using M-Commerce?
Table No. 3.1 Showing respondents usage of M-Commerce (In years)
Respondents options Number of respondents Percentage

Less than 1 year 16 16%
2-3 years 56 56%
4-5 years 22 22%
More than 5 years 6 6%
Total 100 100%
Analysis :
From the above table we can see that the number of respondents using mobile commerce
from less than 1 year till more than 5 years of age. Less than 1 year 16%, 2-3 years 56%, 4-5
years 22% and more than 5 years 6%.

Graph : 3.1
56
22
16
6
Less than 1 year 2-3 years 4-5 years More than 5 years
Source Primary Data
Interpretation :
From the above we can infer that the respondents for the use of mobile commerce are being
increased and they adapting to the changes that are being adapted by the people in the
country. As the years have passed the technology has been drastically changed and can see
the immense change in people choice of using mobile commerce as well.

2. For what purpose do you use mobile commerce?
Table no. 3.2. Purpose of using mobile commerce

For personal use 27 27%
For business use 15 15%
Both 58 58%
Total 100 100%
Analysis :
From the above table we can see that the purpose of using mobile commerce are for various
reasons. Respondents who intake mobile commerce for personal use are 27 , for business
purpose it is 15 and for both personal and business use it is 58.

Graph 3.2. Purpose of using mobile commerce
Purpose of using mobile commerce

58
27
15
For personal use For business use Both
Source Primary Data
Interpretation:
The purpose of using mobile commerce is of different ways in the present generation. But
according to the above graph we can infer that the purpose of using mobile commerce for
personal use and business use individually are comparatively less in number, but when both
for personal use and business use comes into consideration there are more number of people
using mobile commerce.

3. Do you agree that mobile commerce as commercial means has its advantages over the
traditional commercial methods?
Table no. 3.3

Strongly disagree 2 2%
Disagree 6 6%
Moderate 34 34%
Agree 57 57%
Strongly agree 1 1%
Total 100 100%
Analysis:
The above table shows that how the mobile commerce as commercial means has its
advantage over the traditional commercial methods and respondents who strongly disagree
are 2 , disagree 6, moderate 34 , agree 57 and strongly agree are only 1 %. This clearly states
that people who agree are changes in the method are more when compared to others.

Graph : 3.3
57
34
6
2 1
Strongly disagree Disagree Moderate Agree Strongly agree
Source Primary Data
Interpretation:
From the above graph we can infer that the mobile commerce as commercial means has its
advantage over the traditional commercial methods are increased by the respondents of the
people in the economy according to their choice of selection. The number of respondents who
have agreed to the changes are more when compared to others. There are vary in peoples
acceptance for the changes and adaptation of traditional methods as their advantage.

4. Which is the most prominent domain in which M-commerce is used in India?
Table 3.4
Online shopping 34 34%

Stocks and shares 24 24%
Banking and others 42 42%
Total 100 100%
Analysis :
From the above table we can see that the prominent domain in which mobile commerce is
used are in online shopping 34 , stocks and shares 24 and banking and others it is 42. From
this it clearly shows that the best use of mobile commerce are taken over by banking and
other sectors of the economy.

Graph 3.4
Prominent Domain
42
34
24
Online shopping Stocks and shares Banking and others
Source Primary Data

Interpretation:
From the above graph we can infer that the prominent domain in which mobile commerce is
being used in India are people who invest in shares and stocks, but when compared to online
shopping and banking sector it is always been the less. Were banking takes the higher number
of prominent domain users and the next comes the online shopping. Were in banking sectors
people do a lot of banking transactions and so on hence it has the highest number of users in
India.

5. What are the challenges to the implementation of mobile commerce?
Table 3.5

Security concern 26 26%
Lack of trust 20 20%
Consumers awareness level 30 30%
is low
Other factors 24 24%
Total 100 100%
Analysis :
The above table clearly shows that the challenges implemented for mobile commerce are of
security concern which consists of 26 %, lack of trust 20, consumers awareness level is low
30 and other factors it is 24. Hence from the above analysis it is clear that the consumer
awareness level is low is more in number when compared to others challenges implemented
while using mobile commerce.

Graph 3.5
Implementation of M-Commerce in India

30
26
24
20
Security concern Lack of trust Consumers awareness Other factors

level is low
Source Primary Data

Interpretation:
From the above graph we can infer that the implementation of mobile commerce in India are
compared in different ways when it comes to the security concern the people are worried and
step back , and more people do not trust in online transactions done through internet as they
again think that there is no security and they don‟t trust, other factors are more likely to be
used and consumer awareness level is low and this keeps many people away from the
implementation of mobile commerce in India. Since many people are not educated and do not
have much of knowledge in adapting the challenges in implementation of using mobile
commerce.

6. What according to you is the future of mobile commerce in India
Table 3.6

Disagree 7 7%
Moderate 26 26%
Agree 22 22%
Strongly agree 41 41%
Total 100 100%
Analysis :
From the above table we can infer that the future of mobile commerce in India are strongly
disagreed by 4%, disagreed by 7%, moderate by 26%, agreed by 22% and strongly agreed by
41%of the people. Here when compared with other choice of people we can see that people
who see the future of mobile commerce in India is strongly agreed by many respondents
when compared to the other respondents.

Graph 3.6
Future of M-Commerce in India

41
26
22
7
4
Source Primary Data
Interpretation :
The above graph tells us that the future of mobile commerce in India are acceptable and
strongly agreed when compared o other respondents. There are many people who strongly
disagree and people are moderate about their decisions but according to changes in the
technology that has being taking place there are more number of people who are for the
future of mobile commerce in India and also think that they can save a lot of time by adapting
the mobile commerce facility provided in the country.

7. Do you feel comfortable while making retail purchases using smart phone ?
Table 3.7

Disagree 7 7%
Moderate 23 23%
Agree 22 22%
Total 100 100%
Analysis:
From the above table we can see that how comfortable people while making retail purchases
are using smart phone. Respondents who strongly disagree are 2%, disagree 7%, moderate
23%, agree 22% and strongly agree is 46%. From this above analysis we can see that people
strongly agree in making retail purchases are more in number when compared to other set of
respondents.

Graph 3.7
Comfortable while making Retail

Purchases using Smartphone
46
23 22
7
2
Source Primary Data

Interpretation :
From the above graph we can infer that people who are comfortable in making online
purchases using smart phones are more in number when compared to others set of
respondents. From this we can tell that there is still not many people who have been adapted
to the changes that has been taken place in the technology and still lagging behind with the
manual process of things in the society may be this is caused by people who don‟t know to
use the Smartphone. Hence some people disagree and moderate of them have agreed and
strongly agreed are of more in number.

8. Retailers do a capable job at meeting the needs of those who choose to use smart phone for
shopping online?
Table 3.8

Disagree 6 6%
Moderate 24 24%
Agree 24 24%
Total 100 100%
Analysis :
The above table shows that the retailers do a capable job at meeting the needs for those who
choose to use smart phone shopping online are strongly disagreed by 3%, agreed by 6%,
moderate opinion by 24%, agreed by 24% and strongly agreed by 43%. When compared to
other respondents strongly agreed are in more of number were as agree and moderate are
equal.

Graph 3.8
Retailers capability at meeting the need of

the Customers
43
24 24
6
3
Source Primary Data
Interpretation:
From the above graph we can infer that the retailer‟s capability at meeting the need of the
customer is gradually high when compared to other respondent. As there is a drastic change
taking place day by day in the technology retailers tend to meet their customers by a very
simple means not putting them into difficulty in meeting their needs by adopting the online
shopping or by using mobile commerce through internet which is a now a very simple mean
of connecting to anything and everything within seconds through mobile.

9. Do you feel mobile commerce is useful in this generation ?
Table 3.9

Yes 90 90%
No 10 10%
Total 100 100%
Analysis :
From the above table we can infer that how the generation is useful in using mobile
commerce. The number of respondents agreed to the statement are more when compared to
the people who disagreed. The number of respondent who feel useful in using mobile
commerce are 90% and not comfortable are 10%.

Graph 3.9
Usefulness of M-Commerce in this Generation
Yes No
10%
90%
Source Primary Data
Interpretation :
From the above graph we can infer that the people who feel useful in using in using mobile
commerce are more in number when compared to those who think it is not useful. By this we
can say that people who regularly use mobile commerce are more when compared to those
who do not use. People who do not feel useful may be those respondents how will not be
knowing to use the mobile commerce facility or they may not be aware of the changes that
have been taken place.

10. Are you satisfied by using mobile commerce ?
Table 3.10

Disagree 8 8%
Moderate 15 15%
Agree 30 30%
Total 100 100%
Analysis :
From the above analysis we can say that there are more number of people who are satisfied
by using mobile commerce when compared to those who not satisfied. Respondents who are
strongly satisfied with tha satisfaction of using mobile commerce are 4%, disagree 8%,
moderate 15%, agree 30% and strongly agree are 43%.

Graph 3.10
Satisfaction by using M-Commerce

43
30
15
8
4
Source Primary Data
Interpretation :
From the above graph we can see the drastic raise in the satisfaction of using mobile
commerce. From this we can infer that there are more number of people who are satisfies by
using mobile commerce in India by adapting the technological changes happening in the
environment. People are getting more connected to the digital world and are making use of
mobile commerce in a very efficient means and consuming more time for their future.

11. Does mobile commerce website meet your expectation?
Table 3.11

Strongly disagree 4 4
Disagree 10 10
Moderate 26 26
Agree 16 16
Strongly agree 44 44
Total 100 100%
Analysis :
From the above table we can say that mobile commerce website is obviously meeting the
expectation of the people. By this data we can say that strongly disagree are 4%, disagree
10%, moderate 26%, agree 16% and strongly agree is 44% hence when compared to other
factors of respondents we can tell that mobile commerce website are meeting the expectation
of people more in number.

Graph 3.11
M-Commerce expectation rate

44
26
16
10
Source Primary Data
Interpretation :
From the above graph we can infer that the mobile commerce expectation rate is gradually
being increased day by day. As there is a lot of technological changes taken place in the
country and in the economy there is lot of expectation that has been satisfied to the customers
in mobile commerce field as well and also made it more easy and comfortable for the people
to use the mobile commerce through internet.

12. Do you have the capability to understand the mobile commerce
Table 3.12

Yes 93 93%
No 7 7%
Total 100 100%
Analysis :
From the above table we can see that the number of person having the capability to
understand the mobile commerce are more when compared to those who does not have the
capability to understand the mobile commerce. Capability to understand the mobile
commerce are 93% and those who do not have the capability to understand are only 7%.

Graph 3.12
Capabalities to understand the

M-Commerce
Yes No
7%
93%
Source Primary Data
Interpretation :
The above graph clearly states that the numbers of people who are capable to understand the
mobile commerce are more when compared to those who are not having the capability to
understand. From this we can say that people who do no have the capability are the ones who
are not well educated and who do not know to use the Smartphone or people who are
illiterates, who do not have the knowledge about internet. Those who are capable of using are
those who are well educated and have more knowledge about the mobile commerce and who
are regularly in use of mobile commerce on their daily basis.

13. Which version do you support for mobile commerce
Table 3.13

IOS 18 18%
Android 44 44%
Blackberry 20 20%
Windows phone 12 12%
Others 6 6%
Total 100 100%
Analysis :
From the above table we can clearly see that the people who support mobile commerce are
from different versions of mobile. IOS users are of 18%, android 44%, blackberry 20%,
windows phone 12% and others 6%. From this analysis we can say that people who use
mobile commerce are more from android version when compared to others

Graph 3.13
Supported Customer Version for

M-Commerce
44
20
18
12
IOS Android Blackberry Windows phone Others
Source Primary Data
Interpretation :
From the above graph we can infer that android supports customer version more when
compared to other users. Android plays a very important role in the mobile application were
more number of people think it is user friendly and more number of people opt for android as
it is one of the best version to be used in the Smartphone. Hence we can infer that the
android version is best supported when compared to other version for using mobile
commerce.

14. Did or will you build your mobile commerce systems in house or outsource
development
Table 3.14

Mix of in-house or 19 19%
outsourced
Entirely in-house 21 21%
Entirely outsourced 33 33%
Do not know 27 27%
Total 100 100%
Source Primary Data
Analysis :
From the above table we can infer that building mobile commerce system in house is 21%,
mix of in house or outsourced is 19%, entirely outsourced 33% and which has no clue is
27%. From the above analysis we can say that building up mobile commerce system entirely
outsourced is more when compared with others.

Graph :3.14
Building up M-Commerce system in House

or Outsource
33
27
21
19
Mix of in-house or Entirely in-house Entirely outsourced Do not know

outsourced
Source Primary Data
Interpretation :
The above graph we can infer that building up mobile commerce system is entirely
outsourced. Now a day‟s technological changes are been changing the lifestyle of a human
being too. From this drastic change people tend to build their mobile commerce system in
outside developmental basis rather than keeping it inside home or combining both in house
with the outsource. From this we can conclude that building up mobile commerce is entirely
outsourced.

15. Does the mobile application platform used to build your commerce system include
commerce specific features
Table 3.15

Yes 85 85
No 15 15
Total 100 100%
Analysis :
From the above table we can say that the mobile applications used to build commerce include
commerce specific features are more in number of respondents who have agreed when
compared to those who are not. Respondents who say yes are 85% and who object are 15%.

Graph 3.15
Mobile Application Platform used to build

the Commerce System
Yes No
15%
85%
Source Primary Data
Interpretation :
From the above graph we can infer that mobile application platform used to build commerce
system include commerce specification features are more when compared to those which are
not. By this interpretation we can say that mobile commerce applications have grown in an
outrage and making things very much simple and easy for the people to use it in a very
understandable and in a flexible way.

16. Do you think mobile commerce strategy will help present generation and future
generation?
Table 3.16

Disagree 8 8%
Moderate 20 20%
Agree 25 25%
Total 100 100%
Analysis :
From the above table we can say that there are more number of people who have agreed that
the mobile commerce strategy will help the present generation and future generation.
Respondents who strongly disagree are 3%, disagree 8%, moderate 20%, agree 25% and
strongly agree are 44% which is high in number when compared to other respondent options.

Graph 3.16
M-Commerce Strategy helps Present and

Future Generations
44
25
20
8
3
Source Primary Data
Interpretation :
From the above graph it is clearly understood that the mobile commerce strategy helps the
present and future generations and the respondents strongly agree with this matter. Mobile
commerce strategy is almost worldwide now. People refer more of easy way to get their
things done instead in making it complicated. Hence the mobile commerce strategy which has
been adopted will help for both present and future generations and can avoid bribe ,
corruption etc.

17. Which mobile banking transaction do you perform
Table 3.17

Check my account 13 13%
balance
Pay bills 20 20%
Open Accounts 23 23%
Transferring money 18 18%
Others 26 26%
Total 100 100%
Analysis :
From the above table it clearly says that mobile banking transactions are done more by
others type of services. Check my account balance is 13%, pay bills are 20%, open accounts
are 23% and transferring money to other accounts are 18% and others are 26%.

Graph 3.17
Mobile Banking Transactions

26
23
20
18
13
Check my account Pay bills Open Accounts Transferring money Others

balance
Source Primary Data
Interpretation :
From the above graph we can infer that mobile banking transactions are done through other
means when compared to check my account balance, pay bills, open accounts , transferring
money to other accounts and others. Through mobile commerce mobile banking transaction
are made very simple were we can sit in any place and transfer, pay bills, open accounts,
check the account balance etc .

18. I often buy or use product or services from this mobile commerce method?
Table 3.18

Yes 85 85%
No 15 15%
Total 100 100%
Analysis :
From the above table we can see the products and services bought or sold through mobile
commerce are more when compared to those who do not do online shopping. People who buy
products or service through mobile commerce method are 85% when those who do not do are
only 15 in number.

Graph 3.18
Sales
Yes No
15%
85%
Source Primary Data
Interpretation :
From the above graph we can infer that the sale that happens through mobile commerce
method are more in number when compared to those who do not makes sales through mobile
commerce. Bu making mobile commerce for buying or selling a product or services it saves
much time and fuel cost for you to personally go and shop in that particular store. Instead the
best and easy way to use mobile commerce is by doing it online.

19. The product or services of mobile commerce website are good value for money
Table 3.19

Disagree 4 4%
Moderate 20 20%
Agree 30 30%
Total 100 100%
Analysis :
From the above table it is strongly agreed that product or services of mobile commerce
website are of good value of money when compared with other respondent options. Strongly
disagree 2%, disagree 4%, moderate 20%, agree 30% and strongly disagree is 44%. From this
we can see the increase in the respondent opinions in agreeing with the fact that product and
services of mobile commerce website are of good value of money.

Graph : 3.19
M-Commerce Websites are Good Value for

Money
44
30
20
4
2
Source Primary Data
Interpretation :
From the above graph we can see the increase in the respondent opinions in agreeing with the
fact that product and services of mobile commerce website are of good value of money. From
the technological changes that is being taking place customer gradually agree with the
changes and are adapting themselves to the changes without any difficulty. Every individual
wants to make everything as simple as possible and do not want anything to be complicated.

20. Do you feel comfortable to be connected to mobile commerce ?
Table 3.20

Disagree 8 8%
Moderate 12 12%
Agree 24 24%
Total 100 100%
Analysis :
From the above table it we can infer that the number of people who feel comfortable to be
connected to mobile commerce strongly agree in this statement and are more in number when
compared with others. Strongly disagree 1 %, disagree 8%, moderate 12%, agree 24%, and
strongly agree 55%.

Graph : 3.20
Comfortable to be Connected with M-

Commerce
55
24
12
8
Source Primary Data
Interpretation:
From the above graph we can clearly see that the increase in the opinions of the respondents
who feel comfortable in being connected to mobile commerce are increased. Now a day‟s
people are very much connected to the digital making and cannot survive without internet and
Smartphone‟s. hence they want everything to be done through online and get less burden on
their heads and hence they are addicted to mobile commerce and all the ways that are
possible to be connected to mobile commerce.

Chapter 4 : OBSERVATIONS OR DISCUSSIONS
HYPOTHESIS TESTING
H1 : The significant difference that supports mobile version and strategy that helps the
present generation and future generation
4.1 CHI-SQUARE TEST
M-Commerce strategy helps the present and future generation

Version
supporting
Strongly Disagree Moderate Strongly Agree Total
M-
Commerce disagree agree
IOS 0 1 4 3 10 18
Android 1 1 6 14 21 43
Blackberry 0 1 7 6 8 22
Windows 1 4 3 0 4 12
phone
Others 1 0 2 1 1 5
Total 3 7 22 24 44 100
Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2
Fe
0 0.54 -0.54 0.292 0.541

1 1.26 -0.26 0.068 0.054
4 3.96 0.04 0.002 0.0005
3 4.32 -1.32 1.742 0.403
10 7.92 2.08 4.326 0.546
1 1.29 -0.29 0.084 0.065
1 3.01 -2.01 4.040 1.342
6 9.46 -3.46 11.972 1.266
14 10.32 3.68 13.542 1.312
21 18.92 2.08 4.326 0.229

0 0.66 -0.66 0.436 0.661

1 1.54 -0.54 0.292 0.190
7 4.84 2.16 4.666 0.964
6 5.28 0.72 0.518 0.098
8 9.68 -1.68 2.822 0.291
1 0.36 0.64 0.410 1.139
4 0.84 3.16 9.986 11.888
3 2.64 0.36 0.130 0.050
0 2.88 -2.88 8.294 2.880
4 5.28 -1.28 1.638 0.130
1 0.15 0.85 0.722 4.813
0 0.35 -0.35 0.122 0.348
2 1.1 0.9 0.81 0.736
1 1.2 -0.2 0.04 0.033
1 2.2 -1.2 1.44 0.654
Total =30.8135
(R-1) (C-1)
(5-1) (5-1)
4 * 4 = 16
Table value: 5%, 16th column = 26.30
Conclusion:
Chi-square value = 30.8135
Table value = 26.30
Therefore 30.8135 > 26.30
Hence Ho – null hypothesis is rejected, there is a significant difference in the mobile version
which supports Mobile Commerce and the strategy which helps the present generation and
future generation.

H2 : The significance difference in the performance and usage of M-Commerce and in level
of satisfaction.
4.2 CHI-SQUARE TEST
Level of satisfaction
Usage Strongly Disagree Moderate Strongly Agree Total

Purpose disagree agree
Personal 2 0 2 9 15 28
use
Business 0 2 6 4 2 14
use
Both 3 6 7 16 26 58
Total 5 8 15 29 43 100
Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2
Fe
2 1.4 0.6 0.36 0.257

0 2.24 -2.24 5.018 2.24
2 4.2 -2.2 4.84 1.152
9 8.12 0.88 0.774 0.095
15 12.04 2.96 8.762 0.728
0 0.7 -0.7 0.49 0.7
2 1.12 0.88 0.774 0.691
6 2.1 3.9 15.21 7.243
4 4.06 -0.06 0.004 0.001
2 6.02 -4.02 16.61 2.684
3 2.9 0.1 0.01 0.003
6 4.64 1.36 1.850 0.399

7 8.7 -1.7 2.89 0.332

16 16.82 0.82 0.672 0.040
26 24.94 1.06 1.124 0.045
Total =16.61
(R-1) (C-1)
(3-1) (5-1)
2*4=8
Table value: 5%, 8th column =15.51
Conclusion:
Chi-square value = 16.61
Table value = 15.51
Therefore 16.61 > 15.51
Hence Ho – null hypothesis is rejected, there is a significant difference in the usage of

M-Commerce and level of satisfaction of customers.

CHAPTER 5 : FINDINGS, SUGGESTIONS AND CONCLUSIONS
5.1 Findings:
 Male candidates are 60%when compared to female candidates using mobile

commerce.
 From 2-3 years 56% number of respondents is in use of mobile commerce.
 58% of respondents are using mobile commerce for both personal and business
purpose
 57% of the respondents agree that mobile commerce as commercial means has its
advantage over the traditional commercial methods.
 Banking and other sector feels that mobile commerce is the most prominent domain to
be used in India.
 26% of the respondents fell that security concern is the main challenge for the
implementation of mobile commerce in India.
 Mobile commerce is the future of India and it is strongly agreed by the respondents by
giving 41% as the ratings.
 Respondents strongly agree that they really feel comfortable while making retail
purchases through smart phone.
 90% of the people say yes and agree that mobile commerce is useful for this
generation.
 Retailers do a capable job at meeting the needs of those who choose to use smart
phone for shopping online are strongly agreed by more number people when compared
to others in the present generation s society.
 Use of mobile commerce is highly satisfied and strongly agreed.
 Mobile commerce website has strongly met the expectation of people in the society.
 93% of the people have the capability to understand the use of mobile commerce.
 An android version phone support the best for the use of mobile commerce in India.
 44% of the people feel that mobile commerce strategy will help present generation and
future generation.
 Purchasing and selling of product and services from the mobile commerce are more in
number when compared to others.

 Respondents feel that products and services of mobile commerce website are good
value of money which they can easily rely on.
 55% of respondents feel comfortable to be connected to mobile commerce.
 From both the hypothesis testing we can see that null hypothesis is rejected .
5.2 SUGGESTIONS:
 Looking at the demographic profile number of female respondents are less in number
hence female respondents can be educated more on mobile commerce.
 Usage of mobile commerce for more than 5 years are only 6% which can be further
improved in the ongoing years by making respondents know the value of mobile
commerce and making them more digitalized.
 Mobile commerce is being used less for the business purpose by this we can make
improvements by educating people for using mobile commerce more which is less time
consuming.
 There are only 1% of respondents who agree that the mobile commerce as commercial
means has its advantages over the traditional commercial methods.
 We can see that stocks and shares have less prominent domain in using mobile
commerce in India hence we can educate more respondents in using stocks and shares
through mobile commerce and make their biding in shares more easier.
 Challenges to the implementation of mobile commerce are seen to be lack of trust were
these can be bought into progress and lack of trust can be eradicated by giving more of
privacy security to the consumers.
 As more number of respondent strongly disagree with the future of mobile commerce
in India these respondents usually may be illiterates or those who do not have much of
educational qualifications hence these people can be given more information and use of
mobile commerce and the future needs of it.
 There are less number of respondents who strongly disagree when compared to those
who strongly agree and feel comfortable while making retail purchases using smart
phones, by this we can educate people and make them know the use of mobile
commerce and how the smart phones are used in making retail purchases.

 90% of respondents feel mobile commerce is useful in this generation when compared
to others hence from this we can see that there are only 10% of people who feel using
mobile commerce in this generation is not useful and these 10% would be mainly from
rural areas were the mobile commerce has not been existed.
 Usage of mobile commerce are not satisfying for 4% of people in India and they
strongly disagree with this, hence from this we can make them know how mobile
commerce is been satisfied from the people who are using it frequently for the day to
day purpose or for their personal use.
 When compared to people who are capable of understanding mobile commerce 7% of
people do not have the capability to understand the hence by this we can teach and
make them understand how to use the mobile and mobile commerce from the people
who are known to this form more.
 Since in both the cases null hypothesis is been rejected we can say that there is a
significant difference between in the usage, level of satisfaction ,mobile version for the
support and the present generation and future generation of M-Commerce.
5.3 CONCLUSIONS:
Mobile commerce has become a necessary survival weapon and is fundamentally changing
the industry and the present generation worldwide. Today, the click of a mouse offers
customers services at a much lower cost and also empowers them with unprecedented
freedom in choosing vendors for their financial service needs. No country today has the
choice whether to implement mobile commerce or not because of the global and competitive
nature of the economy.
Mobile commerce has been upgraded and constantly has to think of new innovative
customized packages and services to remain competitive. The study finds that the customers
are fully aware of mobile commerce services in the society and in India. Most of the
customers however still go to the retailers , wholesalers , shops and find interaction with
human tellers as very important as they got distracted with the few problems like inadequate
knowledge about the usage of mobile commerce services, lack of interest , poor network ,
password forgotten, data entered is invalid and lack of confidence.
Customer‟s perception and reactions to the developments of Mobile Commerce services are
issues of concern to the government. A lot more has to be done to create confidence in the

minds of the customers about the benefits and the security of the Mobile Commerce services.
There is a need for total satisfaction with regards to all qualities of the nature of Mobile
Commerce services and different modes of services. A special emphasis has to be given for
the security which would promote customers in using Mobile Commerce services to the
largest extent.
Lastly , since the Chi-Square test of both the hypothesis is more than the table value the null
hypothesis is been rejected.

CHAPTER 6: BIBLIOGRAPHY AND APPENDICES
Bibliography :
6.1 A review for mobile commerce research and applications, E.W.T. Nagi Feb 2007,
Department of management and marketing, the Hong Kong polytechnic university,
china. Published in journal of decision support system. Elsevier science publishers
B.V.Amsterdam, Netherlands, volume 43 issue 1, February 2007, pages 3-15.
6.2 System development methodology for mobile commerce applications Shahizan Hassan,
2011 Publishes in international journal of mobile computing and multimedia
communications. Volume 3, issue 4, October 2011 pg 36-52.
6.3 Agile based development methodology for mobile commerce applications Muazzan ,
2012 Thesis, university utara Malaysia. Vol 8, issues9, pg no 14-25
6.4 Mobile commerce applications and services: a design and development approach
Andreas Amdreou 2002 Cyprus University of technology January 2002
6.5 New perspectives of mobile commerce research, Shintaro okazaki , January 2005. 31.89
kings college London.
6.6 Usability of mobile commerce across multiple form factors. Susy S.Chan , 2002 Journal
of electronic commerce research, volume 3, no 3, 2002 pg 187
6.7 Explaining the adoption of transactional business to customer in mobile commerce

Mohamed Khalifa 2008 , Reference 41, Emerald group publishing limited journal of
enterprise information management, vol 21, issue 2 pg 110-124.
6.8 The impact of perceptions of interactivity on customer trust and transaction intentions in
mobile commerce, Thae min, 2005 Journal of electronic commerce research 6.3 vol. 6,
no.3, pg 165-180.
6.9 Mobile commerce adoption in china and US: a cross culture study Prashanth . C.Palvi,
2009 Volume 40, Issue 4, November 2009 Pg no 43-61

6.10 Study on trust in mobile commerce adoption – a conceptual model Decai Meng 2008 ,
Published in: electronic commerce and security, Print ISBN: 978-0-7695-3258-5
INSPEC Accession Number: 10182817, publisher: IEEE
6.11 The role of trust and risk in mobile commerce adoption. Janine Joubert Jean , 2013
International Journal of Business, Humanities and Technology Vol. 3 No. 2; February
2013. Department of Information Systems. University of Cape Town
6.12 Study on success factors to enhance customer trust for mobile commerce in small and
medium sized tourism enterprises (SMETs) - a conceptual model, Isaleh Alqatan , 2012
Journal of theoretical and applied information technology , Volume 46 No 2, December
2012
6.13 Adoption of mobile commerce technology: an involvement of trust and risk concerns
Osama ghaleb , 2012 yarmouk university , Jordan Published in international journal of
technology diffusion Vol 3 Issue 2 , April 2012 Pg No 36-49.
6.14 A structural model of customer satisfaction and trust in vendors involved in mobile
commerce. International Journal of Business Science and Applied Management,
Norazah Mohd Suki , 2011 Labuan School of International Business & Finance,
University of Malaysia,Volume 6, Issue 2, 2011.
6.15 Understanding the evolution of consumer trust in mobile commerce: a longitudinal

study. Bin Wand 2014 , Information 37-49, march 2014.
6.16 Measuring service quality in mobile commerce context: a conceptual model. Shahizan
Bin Hassan 2015. International journal of scientific and research publication, School
of technology management and logistics, university of utara. Volume 5, Issue 3,
6.17 Mobile commerce in India: emerging issues (international journal of advanced research
in IT), Dr.Sunil.Batra (2013), volume 2, no 2, February 2013
6.18 International journal of research in computer and communication technology, Anshu

Agarwal (2015), volume 4, issue 4, April 2015
6.19. IOSR – journal of business and management, Chandan Gupta , volume 18, issue 1,
version 1, January 2016.

6.20. Dennehy, (2015), journal of innovation management JIM volume 49-61.
6.21. Dr.Pravin.H.Bhatawal (2015) volume 4, no 4, mobile commerce in India , promises

and problems .
6.22. Review of mobile service and mobile commerce research and suggestions for future
research on mobile applications. Per.E.Pedersen, (2015) centre for applied research at
NHH. 2015, volume no 1/15.
6.23. www.shodhaganga.inflibment.in
6.24. Journal of Information Engineering and Applications ,ISSN 2224-5782 (print) ISSN
2225-0506 (online) Vol.6, No.5, 2016

APPENDICES
IMPACT OF MOBILE COMMERCE ON YOUNGER GENERATION
Dear Madam/Sir,
I Meghashree.L a Post Graduate student of Management at Ramaiah Institute of

Management Studies, Bangalore and presently doing a project on “IMPACT OF
MOBILE COMMEREC ON YOUNGER GENERATION” in Bangalore city.
In this regard I request you to kindly fill the questionnaire below and enable us to
complete our understanding. Further we would assure you the data generated shall be
kept confidential.
Name:
Age:
Gender:
Educational qualification:
Annual Income:
Occupation:
1. From how many years you are using mobile commerce?
a. Less than 1 year
b. 2-3 years
c. 4-5 years
d. More than 5 years
2. For what purpose do you use mobile commerce?
a. For personal use
b. For business use

c. Both

3. Do you agree that mobile commerce as commercial means has its advantages
over the traditional commercial methods?
a. Strongly disagree
b. Disagree
c. Moderate
d. Agree
e. Strongly agree
4. Which is the most prominent domain in which M-commerce is used in India?

a. Online shopping b. Matrimony
c. stocks and shares d. Banking and others
5. What are the challenges to the implementation of M-Commerce?
a. Security concern b. Lack of trust
c. Consumers awareness level is low
d. Other factors
6. What according to you is the future of M-Commerce in India?
a. Strongly disagree b. Disagree
c. Moderate d. Strongly agree
e. Agree
7. Do you feel comfortable when making retail purchases using Smartphone?

b. Disagree
c. Moderate
d. Strongly agree
e. Agree
8. Retailers do a capable job at meeting the needs of those who choose to use
smart phone for shopping online?
b. Disagree

c. Moderate
d. Strongly agree
e. Agree
9. Do you M-Commerce is useful in this generation?

a. Yes b. No
10. Are you satisfied by using mobile commerce?

b. Disagree
c. Moderate
d. Strongly agree
e. Agree
11. Does mobile commerce website met your expectation?

b. Disagree
c. Moderate
d. Strongly agree
e. Agree
12. Do you have the capability to understand the mobile commerce?

a. Yes b. No
13. Which version do you support for mobile commerce?

a. IOS b. Android c. Blackberry
d. Windows phone e. Others
14. Did or will you build your M-Commerce systems in house or outsource
development?
a. Mix of in house or outsourced
b. Entirely in house
c. Entirely outsourced
d. Don‟t know

15. Does the mobile application platform used to build your commerce system
include commerce specific features?
a. Yes b. No
16. Do you think M-Commerce strategy will help present generation and future
generation?
b. Disagree
c. Moderate
d. Strongly agree
e. Agree
17. Which mobile banking transactions do you perform?

a. Check my account balance
b. Pay bills
c. Open accounts
d. Transferring money to other accounts
e. Others
18. I often buy or use product or services from this M-Commerce method.
a. Yes b. No
19. The product or services of M-Commerce are good value for money?
b. Disagree
c. Moderate
d. Strongly agree
e. Agree
20. Do you feel comfortable to be connected with M-Commerce?

b. Disagree
c. Moderate
d. Strongly agree
e. Agree

Full Dissertation PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Full Dissertation PDF

Uploaded by

Copyright:

Available Formats

Impact of Mobile Commerce on Younger Generation

IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION :

A STUDY IN BANGALORE CITY

4th semester MBA

Reg. No. 15MB1099

Project report submitted to the University of Mysore in partial fulfillment of the

Ramaiah Institute Of Management Studies.

New BEL Road , M.S.Ramaiah , M.S.R.I.T Post

Ramaiah Institute Of Management Studies Page 1

Place : Bangalore L Meghashree

Ramaiah Institute Of Management Studies Page 2

Place: Bangalore Guide Signature

Ramaiah Institute Of Management Studies Page 3

I also wish to express my sincere thanks to my guide Mr.Vinay.S for encouraging me to do

I owe irredeemable debt to my parents. Further, I wish to record my thanks to Mr.Veda

Date : Signature of the Candidate :

Ramaiah Institute Of Management Studies Page 4

2. Theoretical aspects of Mobile Commerce 18-34

3. Analysis Of Data 35-76

4. Observations Or Discussions 77-80

5. Findings, Suggestions and Conclusion 81-84

6. Bibliography and Appendices 85-91

Ramaiah Institute Of Management Studies Page 5

Table No. Title of the Table Page No.

Ramaiah Institute Of Management Studies Page 6

Graph No. Title of the Graphs Page No.

3.1 Graph showing number of respondents 38

3.2 Graph showing purpose of using mobile commerce 40

3.3 Graph showing number of respondents 42

3.4 Graph showing prominent domain 44

3.5 Graph showing implementation of M-Commerce in India 46

3.6 Graph showing future of M-Commerce in India 48

3.7 Graph showing comfortable while making retail purchases using 50

3.10 Graph showing satisfaction by using M-Commerce 56

3.11 Graph showing M-Commerce expectation rate 58

3.12 Graph showing capabilities to understand the M-Commerce 60

3.13 Graph showing supported customer version for M-Commerce 62

3.14 Graph showing building up M-Commerce system in house or 64

3.18 Graph showing sales 72

3.20 Graph showing comfortable to be connected with M-Commerce 76

Ramaiah Institute Of Management Studies Page 7

CHAPTER 1: INTRODUCTION AND REVIEW OF LITERATURE

1.1 EXECUTIVE SUMMARY

To completely understand the potentiality of mobile commerce , we should first

 Mobile money transfers and mobile-banking ;

 And mobile financial services

Ramaiah Institute Of Management Studies Page 1

Because of so many differentiations we can have a look on different data mobile

Mobile commerce is providing the delivery of electronic commerce capabilities

Due to so many differentiations we can have a look on different data mobile

Ramaiah Institute Of Management Studies Page 2

creating a new opportunity for the growth of m-commerce. M-commerce is a technological

Ramaiah Institute Of Management Studies Page 3

(1) Wireless network infrastructure

Many choose to think of Mobile Commerce as meaning “a retail outlet in your

1.3 SIGNIFICANCE OF THE STUDY:

Ramaiah Institute Of Management Studies Page 4

1.4 STATEMENT OF THE PROBLEM :

1.6 OBJECTIVES OF THE STUDY :

Ramaiah Institute Of Management Studies Page 5

1.10 Bank account /debit card based :

1.11 Credit card based :

1.12 Definition and concepts used :