<Running Head>An Empirical Investigation of M-Commerce Users

<CN>CHAPTER 12
<CT>AN EMPIRICAL INVESTIGATION OF ADOPTION AND SATISFACTION OF M-
COMMERCE USERS IN THE SELECTED CITY OF GUJARAT STATE: A CASE STUDY
OF VADODARA CITY

<AU>Parag Sunil Shukla, Parimal Hariom Vyas, and Madhusudan N. Pandya

<AFN>1Department of Commerce and Business Management, Faculty of Commerce, The Maharja Commented [AS1]: Please check the affiliation for correctness
for all the authors.
Sayajirao University of Baroda, Vadodara, Gujarat, India

<CORR>*Corresponding author. E-mail:parag.shukla.msu@gmail.com, Commented [AS2]: Please specify corresponding author for
this chapter and provide e-mail address for the same.
parimalvyas17@gmail.com, mnpandya61@rediffmail.com

<ABS>ABSTRACT
In the omnichannel retail context, the mobile channel is emerging as the preferred medium for
retailers to respond to its target customers. The proliferation of mobile devices in peoples lives
have led to emergence of business potention of m-commerce. The challenge for e-retailers is to
understand the shopping journey of the connected shopper and to understand their use of mobile
devices for availing m-commerce services. India is gifted by factors such as young polpulation, rise
of double-income families, uber culture, which has strong inclination for brands, and modern
lifestyle. The young generation which use smartphones are fuelling consumption at a brisk pace.
More than 235 million people in India access internet through mobile devices to avail various
services, and it has created an opportunity for e-retailers to reach, stay in touch, and influence its
target prospects continually that are located even in remote and rural areas.
In this research study, an attempt has been made to study the mobile commerce activities engaged
into by shoppers who uses smartphones by measuring their actual experience, satisfaction, and its
influence on their buying decisions. The researchers have collected primary data from 150
smartphone users, using Structured Nondisguised Questionnaire, who were conveniently drawn
from the city of Vadodara located in the state of Gujarat. The results and findings of the research
study are drawn based on use of statistical tools namely, descriptive statistics, discriminant
analysis, and hypothesis testing using chi-square test. The structural equation model was also
developed by the researchers so as to offer crucial marketing and business implications to improve
m-commerce services offered by e-retailers in near future.
<KW>Keywords: m-commerce, m-shopping, adoption, satisfaction, smartphone Commented [AS3]: As per Guidelines, 5–7 keywords are
required. We have added “smartphone” as a keyword. Please check
<H1>12.1 PROLOGUE and amend if necessary.

M-commerce is e-commerce on mobile phones. Mobile commerce can be defined as any

transaction in which mobile devices directly or indirectly enable the exchange of money for goods
and services. The people’s shift from e-commerce to m-commerce can be attributed to omnipresent
feature of m-commerce and growth of m-commerce in India can be attributed to the expansion of
low-cost smartphones availability and low mobile tariffs. People can do shopping and bidding
without visiting shops as well as transfer the fund trough m-commerce and e-commerce practices
with the help of laptops and desktop computers using internet, whereas m-commerce is conducted
on mobile phones using internet. E-commerce can be called as anytime online transactions and m-
commerce can be called as anytime anywhere online transactions. M-commerce is implemented
through mobile applications and consequences can be observed in the form of increase in the
number of mobile users and mobile internet subscribers in India. This is due to the ubiquity,
reachability, mobility, and flexibility features of m-commerce. People preferred to make the use of
mobile applications instead of web application for utility bill payment, ticket booking, fund
transfer, e-mail, railway ticket reservations, movie ticket booking, and so on. Thus, m-commerce is
gradually taking over the practice of e-commerce but it is not possible to replace the e-commerce
fully considering the weaknesses of m-commerce such as tiny screen of device, weak processors,
limited memory, poor resolutions, poor data entry, lack of WAP-enabled devices, problems in
retrieval of data from website and search engines, and shortage of bandwidth. Mobile applications
are also developed to give more security to the transactions. Increasingly people are using mobile
applications instead of web applications. M-commerce is progressing and within some years, huge
number of people will be using mobile applications (Naware, 2016). Smartphone usage in India is
growing at an unprecedented rate and is still expected to grow further with new economic and
banking reforms seen in the recent past. The entry of new service providers who promise to offer
seamless data connectivity by offering various plans/schemes also propels this growth. This in turn
will stimulate the growth of m-commerce in the near future as companies are striving to launch
digital platforms and mobile-led applications for their consumers.
M-commerce industry is young in India. In total, 9% Indians are using smartphones for the
purpose of rapidly consuming contents such as gaming, videos, songs, and entertainment on their
smart devices and this leads to steady growth in mobile advertising and apps industry. Smartphone
penetration has increased from 8% by end of the year 2014 to more than 21% in the year 2017. The
growth in m-commerce has been fuelled by the availability of affordable smartphone and mobile
data plans (Kaur and Singh, 2016; http://indianexpress.com).
This exponential increase in the smartphone penetration usage is likely to create more
online shopper in India in the future. The e-retailers need to harness this opportunity by offering
superior experience to shoppers for availing m-commerce services (Kaur et al., 2016). Both, the Commented [AS4]: Please provide complete details in
reference list for following citation or delete them: Kaur et al.,
global and local technology-based companies have been constantly evaluating the acceptance and 2016; Deepika et al., 2016.

the use of m-commerce. The need for understanding the reasons for mobile and electronic
commerce adoption and factors affecting the successful adoption of m-commerce is important
especially in developing countries. In this study, authors have attempted to capture and analyze the
perception and adoption of m-commerce among respondents of Vadodara city of Gujarat state.
<H1>12.2 GROWTH TRAJECTORY OF M-COMMERCE IN INDIA
The number of mobile internet users in India is expected to rise to 314 million by the year 2017,
nearly double the 159 million it had at the end of the year 2014, according to a report by industry
body (The Internet and Mobile Association of India [IAMAI], 2014). With more than 300 million
internet users, India has the second-largest internet user base in the world. But the internet
penetration at 19% (approx.) is poor and limits the potential. The next wave of growth in
penetration of internet will be driven by adoption of mobile internet. However, compared with key
developed markets, which are almost nearing saturation, or other comparable developing markets
such as Brazil and China, India has a long way to go with a sizeable portion of the population still
devoid of internet access.
While the urban market in India has not reached its saturation point, the nonmetro and
rural areas are the next wave of growth in the Indian internet. The advent of low-cost smartphone
coupled with low mobile tariffs has empowered consumers to use data connectivity with the more
usage of internet. Urban areas in India have wireless tele-density, or numbers of telephone
connections for every hundred individuals living within an area, of 142.39%, while rural wireless
tele-density was only 44.32%, as of September 2014.
The penetration of mobile devices in remote rural markets has to increase in order to be
able to facilitate a rise in rural density; users accessing the internet through their mobile devices
has become a key driver for increasing the overall internet subscriber base in India.
3G users’ base constitutes about 36% of the overall mobile internet user base, while 4G is only
beginning to set its foot in the market with a 2% share as of June 2014.
However, the 2G user base is expected to decline in the coming years, and growth will be led by
3G and 4G networks and more and more users will migrate to these higher speed networks (The
Internet and Mobile Association of India [IAMAI], 2014).
<H1>12.3 FUTURE OF M-COMMERCE IN INDIA
The country has seen an overwhelming growth in day-to-day transactions carried out via mobile
devices due to increasing access to smartphone and growing mobile internet penetration.
According to report released in the year 2014 by market research firm Zinnov, it was estimated that
India’s market for mobile commerce would expand from $2 billion in the year 2014 to $19 billion
by the year 2019.
A new wave of hyper-local commerce is observed in the market. At the hyperlocal level,
many “mobile optional” businesses have taken the tried-and-tested model of e-commerce and
opened it up to nearby products and services. If the person is hungry, ill, he or she want access to
the closest restaurants, doctors, or plumbers, it is possible through the mobile option as quickly and
effortlessly as possible, which is an emerging and the hottest new trend in Indian mobile
commerce, that is, hyper-local delivery. In most cases, these businesses have developed desktop
websites alongside mobile apps, as consumers get accustomed to navigating mobile discovery and
payment platforms. Due to this, one can find several established e-commerce companies begin to
acquire delivery start-ups or invest in their own hyper-local initiatives. To illustrate, Snapdeal has
invested in grocery delivery start-up namely, ‘PepperTap’; Paytm has invested in logistics Commented [U5]: Please name the start-up if available.

company Loginext and acquired hyper-local service marketplace. Last year, Amazon India also
began offering same-day delivery from local shops through Kirana and Flipkart rolled out its own
grocery delivery service called Flipkart. Uber and Ola cabs have disrupted urban transportation by
providing on-the-go cab booking. To grab this m-commerce opportunity, the retailers need to focus
on mobile shopping applications to entice the connected Indian shoppers of today (Sharat, 2016).
At the city- and location-independent level, there are mostly web-first businesses that are naturally
adapting to the mobile world. From e-commerce marketplaces (e.g., Flipkart) and travel
aggregators (e.g., Make My Trip) to online classifieds (e.g., OLX) and media libraries (e.g.,
Saavn), many of these well-established digital businesses are continuing an inevitable transition to
the rapidly growing channel of mobile (Sharat, 2016).
<H1>12.4 REVIEW OF LITERATURE
Attitudes to m-commerce services are formed by cultural and structural factors, and understanding
of the cultural dimensions of a market can aid marketers immensely in developing appropriate m-
commerce services, marketing these appropriately and in setting realistic adoption targets (Harris
et al., 2005). Lee and Lee, (2007) studied the influence of mobile involvement and found that it Commented [AS6]: We have updated “Lee et al., 2007” to “Lee
and Lee, 2007” as per reference list. Please check for correctness.
positively predicts perceived benefits, but not perceived risks. Perceived benefits of m-commerce
have a positive impact on the willingness to pay more money to use m-commerce and intention to
use m-commerce, while perceived risks of m-commerce have a significant negative impact.
Mobile involvement is the significant mediating variable in the model to predict willingness to pay
more money to use m-commerce and intention to use m-commerce (Lee and Lee, 2007).
Saneifard (2009) conducted empirical study on smartphone users and results showed that Commented [U7]: Please check the sentence “Saneifard (2009)
conducted empirical…” for clarity.
attitude toward use of m-commerce services has the strongest positive effect on determining
behavioral intention to use and compatibility, perceived usefulness, perceived ease of use,
innovation play the most significant role in mobile commerce adoption, only cost does not have a
meaningful relation with attitude toward use (Saneifard, 2009). Kini (2009) conducted research
study in Chile and results show that the group studied uses electronic commerce extensively but is
not comfortable using mobile commerce, and complain that mobile access speed, service quality,
and price need improvement (Kini, 2009).
Huo et al. (2011) explored the social network factors, and analyzed the direct influences of
m-commerce service on Chinese farmers’ consumer behavior and the indirect effects of
consumption network (Huo et al., 2011). Zheng et al. (2012) conducted research in China and
result showed that consumers’ attitude toward using mobile commerce is influenced significantly
by perceived usefulness, perceived cost, perceived entertainment, and its own development of
mobile commerce (Zheng et al., 2012). Hongjiang (2013) examined the validity of the research
model and found that the selected demographic variables such as age, background, and economic
level factors have impact on consumers’ perceptions (Hongjiang, 2013).
Saleh and Mashhour (2014) conducted study and results showed that previous internet Commented [AS8]: We have updated “Saleh et al., 2014;
Malhotra et al., 2007; Nunnally et al., 1981” to “Saleh and
shopping experience associated with frequency and extent of mobile use have significant influence Mashhour, 2014; Malhotra, 2007; Nunnally, 1981” respectively, as
per reference list. Please check for correctness.
on trusting m-commerce and the intention to use it. Mobile transactions surpassed desktop as more
retailers adopted consumer-friendly mobile sites and transaction-driving commerce apps (Saleh
and Mashhour, 2014).
Increasingly people are using mobile applications instead of web applications. M-
commerce is progressing and within some years, huge number of people will be using mobile
applications (Naware, 2016).
Mobile commerce has gained a huge popularity although it is in its initial phase in india
and plays an important role in affecting human life; however, mobile commerce needs some
development in specific areas such as secure transaction, better shopping experience, and enhanced
graphics (Kaur et al., 2016). Deepika and Karpagam (2016) highlighted that user interface quality,
information quality, and perceived privacy act as antecedents that drive to smartphone user
satisfaction, trust, and user loyalty toward B2C mobile applications. The factor information quality
does not have a significant influence toward the smartphone user satisfaction and trust (Deepika et
al., 2016). The drivers of customer satisfaction in mobile commerce include a combination of
merchandising, pricing, site navigation, etc. (Bustos, 2013).
<H1>12.5 RATIONALE OF THE RESEARCH STUDY
The use of smartphones and various handheld devices is growing at a rapid pace as apparent from
the review of literature and the growth trajectory of mobile commerce in India as charted out in the
previous section. Understanding the adoption of m-commerce services by the shoppers will play a
pivotal role in realigning the marketing strategies by the marketers who are eying this potential. It
is not only imperative for a firm to go “digital” but also to reconfigure the entire organization so as
to meet the expectations of the shoppers by offering them a seamless hassle free experience. The
recent government initiatives are also directed toward enabling citizens to use digital platforms
over the conventional methods. The digital imperative is also seen in case of banking industry
which will change the way consumers will transact as we usher in the new economy of digital
banking and cashless economy. The motivation and justification of the study lies on these reasons.
The urban population will keep on evolving as the “young” and the “restless” prosumer
owing to the unstoppable urge for smart devices and the power of the internet in their hands.
Hence, it becomes crucial for marketers to study the facets of adoption vis-à-vis satisfaction of the
consumers who are switching at a rapid pace to mobile applications instead of websites.
The authors in this chapter have made a humble attempt to study and highlight the various mobile
commerce activities in which the shoppers’ are engaged in the selected city of Vadodara in the
state of Gujarat by measuring their actual experience, satisfaction, and its influence on their buying
decisions.
<H1>12.6 RESEARCH METHODOLOGY
Research methodology mainly consists of following:
The researcher has used descriptive research design to study the adoption and satisfaction of
selected m-commerce users of the Vadodara city who were conveniently drawn by applying
nonprobability sampling design on the basis of convenience sampling method for the collection of
the required primary data. By using survey research approach, data were collected from the
representative sampling units from Vadodara city from total 150 respondents. In this research
study, required primary data were collected using structured-non disguised questionnaire supported
with personal interviewing of the selected customers. The rationale behind this is to explore and
describe the underlying areas of use and adoption of mobile commerce of selected respondents in
the city of Vadodara so as to draw meaningful inferences thereof.
The sampling frame to be adopted was not readily available so data was collected using
convenient sampling method by approaching friends, relatives, colleagues, etc. as mostly all of
these groups were using mobile applications to avail m-commerce services so as to lead to
minimizations of biases in their response. Further, after screening all the questionnaires, only the
duly filled qualifying questionnaires were considered for further data analysis so as to obtain the
outcome that may be more meaningful to generalize the behavioral pattern of the target audience.
The researchers have made a An attempt is made by the researchers to put forward the Commented [MB9]: Please check sentence “The researchers
have…” for correctness of intended meaning.
results and findings, based on statistical test applied to test the hypothesis, offered the implications
in formulation and modifications of marketing strategies for improving m-commerce services to be
provided by e-retailers in near future.
<H2>12.6.1 Objectives of the Research Study
In this chapter, an attempt has been made by the researchers to study the adoption and satisfaction
of selected m-commerce users of Vadodara city.
The objectives of the research study were (1) to examine the activities performed by the
selected respondents using smartphone, (2) to assess the actual experience of selected respondents
using m-commerce based on selected criteria, and (3) to measure the overall satisfaction
experienced by the selected respondents using m-commerce through use of smartphone.
<H2>12.6.2 Designing of Structured Questionnaire
The structured questionnaire used neutrally worded questions. For question number 03 and 04
respondents were asked to rate on the 5-point Likert scale, namely, 01 as strongly disagree and 5 as
strongly agree. In case of question number 05 the 5-point Likert scale was used 1 as highly
dissatisfied and 5 as highly satisfied.
<H2>12.6.3 Reliability of the Structured Nondisguised Questionnaire
Reliability test was applied to determine how strongly the opinion of selected m-commerce users
were related to each other, and also to compare its composite score. The overall Cronbach’s alpha
score of 0.880 and score ranging between 0.695 and 0.750 for group indicator items as shown in
Table 12.1 showed internal reliability of the scale and reflected the degree of cohesiveness among
the grouped indicator items (Malhotra, 2007; Nunnally, 1981).
TABLE 12.1 Summary of Indicators and Reliability Alpha Score.
S. no. Grouped indicator items Cronbach’s alpha coefficient
Information 0.750
Usefulness 0.771
Comfort 0.763
Trust 0.695
Overall 0.880
Source: Compiled by authors.

<H1>12.7 DATA ANALYSIS OF THE RESEARCH STUDY

For the purpose of analyzing the data, the descriptive statistics and discriminant analysis are used.
Chi-square test is also used to test the hypothesis and structural equation model (SEM) is
developed for displaying the relationship between selected criteria and overall satisfaction of
selected respondents. The findings of data analysis are as follows:
<H2>12.7.1 Profile of the Respondents
The demographic profile of selected respondents as given in Table 12.2 was prepared which
revealed that the male and female respondents up to 30 years of age were with an average of 65%
and 31 years and above were with an average of 35%. The analysis of the educational
qualifications revealed that the below-graduation respondents up to 30 years of age were 87% and
31 years and above were 13%, whereas graduate respondents up to 30 years of age were 42% and
31 years and above were 58%.
Considering the occupation of the selected respondents, students up to 30 years of age
were 80% and 31 years and above were 20%, whereas respondents engaged in occupation of
service and business up to 30 years of age were with an average of 13% and 31 years and above
were with an average 87%.
On analysis of the monthly income of the selected respondents, it was found that income
below Rs. 20,000 up to 30 years of age were 77% and 31 years and above were 23%, whereas
monthly income from 20,001 to 30,000 and above 30,001 up to 30 years of age were with an
average of 58% and 31 years and above were with an average 42%.
TABLE 12.2 Profile of the Selected Respondents.
Sr. Selected background variables of Age group (in years)
no. selected shoppers Upto 30 31 and above Total
Number and percentages of respondents
01 Gender Males 38 (61.3) 24 (38.7) 62 (100)
Females 61 (69.3) 27 (30.7) 88 (100)
03 Educational Below graduation 76 (87.4) 11 (12.6) 87 (100)
qualification Graduation 22 (41.5) 31 (58.5) 53 (100)
Above graduation 1 (10.0) 9 (90.0) 10 (100)
04 Occupation Student 89 (79.5) 23 (20.5) 112 (100)
Service 3 (14.3) 18 (85.7) 21 (100)
Business 1 (11.0) 8 (88.9) 9 (100)
Others 6 (75.0) 2 (25.0) 8 (100)
05 Monthly Below Rs. 20,000 50 (76.9) 15 (23.1) 65 (100)
family income Rs. 20,001–30,000 33 (56.9) 25 (43.1) 58 (100)
Above 30,001 16 (59.3) 11 (40.7) 27 (100)

Source: Compiled by authors.

<H2>12.7.2 Brands of Mobile Phone Used by Respondents

Considering the main five brands of mobile used by the selected respondents, it becomes clear
from Table 12.3 that respondents up to 30 years of age preferred Samsung, Lenovo, Micromax,
Nokia, and Lava, whereas respondents of 31 years and above age preferred Samsung, Nokia,
Lenovo, Micromax, and Intex.
TABLE 12.3 Brand of Mobile Phone Used. Commented [MB10]: Please provide significance of bold
emphasis in Tables 12.3–12.5, 12.7–12.10, 12.13–12.18.
Age group (in years) Total
Brand of mobile phone Upto 30 31 and above
Number and percentages of respondents
Samsung 35 (35.4) 17 (33.3) 52 (34.7) Formatted: Font: Not Bold

Nokia 6 (6.1) 7 (13.7) 13 (8.7) Formatted: Font: Not Bold

HTC 1 (1.0) 0 (0.0) 1 (0.7)

Asus 0 (0.0) 2 (3.9) 2 (1.3)
Lenovo 8 (8.1) 5 (9.8) 13 (8.7) Formatted: Font: Not Bold

Micromax 8 (8.1) 4 (7.8) 12 (8.0) Formatted: Font: Not Bold

Vivo 0 (0.0) 1 (2.0) 1 (0.7)

Sony Ericsson 0 (0.0) 3 (5.9) 3 (2.0)
Spice 3 (3.0) 1 (2.0) 4 (2.7)
Intex 5 (5.1) 4 (7.8) 9 (6.0) Formatted: Font: Not Bold
Microsoft Lumia 4 (4.0) 1 (2.0) 5 (3.3)
Karbon 1 (1.0) 1 (2.0) 2 (1.3)
Lava 6 (6.1) 0 (0.0) 6 (4.0) Formatted: Font: Not Bold

Panasonic 4 (4.0) 0 (0.0) 4 (2.7) Formatted: Font: Not Bold

Oppo 2 (2.0) 1 (2.0) 3 (2.0)

Gionee 4 (4.0) 2 (3.9) 6 (4.0) Formatted: Font: Not Bold

Iball 1 (1.0) 0 (0.0) 1 (0.7)

LG 1 (1.0) 1 (2.0) 2 (1.3)
iPhone 1 (1.0) 0 (0.0) 1 (0.7)
Motrola 1 (1.0) 1 (2.0) 2 (1.3)
MI 4 (4.0) 0 (0.0) 4 (2.7)
Apple 4 (4.0) 0 (0.0) 4 (2.7)
Total 99 (100) 51 (100) 150 (100)
Source: Compiled by authors.

<H2>12.7.3 Time Spent by Respondents on Mobile Phone

As given in Table 12.4, the analysis of the time spent on mobile phone by respondents revealed
that 82% of the respondents belonging to age group of 30 years preferred to spend about 4 h in a
day on mobile, followed by 68% preffered to spend less than 2 h on mobile phone, and 57% who
spent 2–4 h on mobile phone. The 43% of respondents belonging to age group of 31 years and
above preferred to spend 2–4 h on mobile phone, followed by 33% preferred to spend less than 2 h,
and 18% preferred to spend above 4 h on mobile phone.
TABLE 12.4 Time Spent on Mobile.
Age group (in years)
Time spent on mobile Up to 30 years 31 years and above Total
Less than 2 h 52 (67.5) 25 (32.5) 77 (100) Formatted: Font: Not Bold

2–4 h 29 (56.9) 22 (43.1) 51 (100) Formatted: Font: Not Bold

Above 4 h 18 (81.8) 4 (18.2) 22 (100) Formatted: Font: Not Bold

Total 99 (66.0) 51 (34.0) 150 (100)

Source: Compiled by authors.

<H2>12.7.4 Activities Performed Using Smartphone by Selected Age Group

TABLE 12.5 Mean Score of Activities Performed Using Smartphone by Selected Age Group.

Upto 30 years (N 31 years and above

Selected criteria = 99) (N = 51)
 Standard Standard
Mean deviation Mean deviation
Communicate with friends and family members 4.16 1.095 3.84 1.405 Formatted: Font: Not Bold

Communication for placing orders 3.36 1.216 3.24 1.478 Formatted: Font: Not Bold
Formatted: Font: Not Bold
Information—browsing the internet in leisure time 3.56 1.136 3.31 1.364
Formatted: Font: Not Bold
Information for comparing various products 3.58 1.144 3.12 1.291 Formatted: Font: Not Bold

Information—downloading apps 4.01 1.025 3.61 1.457 Formatted: Font: Not Bold
Formatted: Font: Not Bold
Transactions—transferring money online 3.15 1.207 2.35 1.369
Formatted: Font: Not Bold
Transactions—paying utility bills 3.19 1.184 2.35 1.309 Formatted: Font: Not Bold
Transactions—mobile banking services 3.40 1.220 2.47 1.433
Transactions—booking movie tickets 3.33 1.116 2.43 1.389
Transactions—booking tickets for traveling 3.60 1.212 2.80 1.497 Formatted: Font: Not Bold

Source: Compiled by authors.

As given in Table 12.5, the key five activities performed by the respondents below 30 years of age
using smartphone include communicate with friends and family members (4.16 mean);
information—downloading apps (4.01 mean); transactions—booking tickets for traveling (3.60
mean); information for comparing various products (3.58 mean), and information—browsing the
internet in leisure time (3.56 mean), whereas the key five activities performed by the respondents
of 31 years and above age using smartphone include communicate with friends and family
members (3.84 mean); information—downloading apps (3.61 mean); information—browsing the
internet in leisure time (3.31 mean); communication for placing orders (3.24) and Information for
comparing various products (3.12 mean).
In order to determine whether any significant difference exists between activities
performed using smartphone by the respondents below 30 years of age and above 30 years of age,
researcher has applied chi-square test and its values are given in Table 12.6.
TABLE 12.6 Frequency and Chi-square Score of Activities Performed Using Smartphone by
Selected Respondents.

N Activities performed Age SD DA NAN AG SA Chi-

o. by respondents with group (in DA square
mobile devices years) “p”
value
Number and percentages of respondents
0 Communicate with Up to 30
NS
1 friends and family 46
0.390
members 8 (05) 1 (0.7) 1 (0.7) (31) 43 (29)
 Above 30 21 20
8 (05) 2 (1.3) 0 (0.0) (14) (13.3)
0 Communication for Up to 30 10 18 10 48 13
2 placing orders (6.7) (12) (6.7) (32) (8.7) NS
Above 30 10 08 05 16 12 (08) 0.141
(6.7) (5.3) (3.3) (10.7)
0 Information— Up to 30 06 15 14 46 18 (12)
3 browsing the internet (04) (10) (9.3) (30.7)
NS
in leisure time
0.337
Above 30 08 08 04 22 09 (06)
(5.3) (5.3) (2.7) (14.7)
0 Information for Up to 30 07 13 13 48 18 (12)
4 comparing various (4.7) (8.7) (8.7) (32)
NS
products
0.255
Above 30 07 12 06 20 06 (04)
(4.7) (08) (04) (13.3)
0 Information— Up to 30 06 03 06 53 31
5 downloading apps (04) (02) (04) (35.3) (20.7)
NS 0.77
Above 30 09 04 01 21 16
(06) (04) (0.7) (14) (10.7)
0 Transactions— Up to 30 07 30 17 31 14
6 transferring money (4.7) (20) (11.3) (20.7) (9.3)
online S 0.000
Above 30 15 21 05 02 08
(10) (14) (3.3) (1.3) (5.3)
0 Transactions—paying Up to 30 07 27 18 34 13
7 utility bills (4.7) (18) (12) (22.7) (8.7)
S 0.000
Above 30 15 20 04 07 05
(10) (13.3) (2.7) (4.7) (3.3)
0 Transactions—mobile Up to 30 04 27 18 31 22
8 banking services (2.7) (18) (10) (20.7) (17.7)
S 0.000
Above 30 18 12 06 09 06 (04)
(12) (08) (04) (06)
0 Transactions— Up to 30 06 22 14 47 10
9 booking movie tickets (04) (14.7) (9.3) (31.3) (6.7) S 0.000
Above 30 17 15 04 10 05
 (11.3) (10) (2.7) (6.7) (3.3)
1 Transactions— Up to 30 10 10 10 49 20
0 booking tickets for (6.7) (6.7) (6.7) (32.7) (13.3)
traveling S 0.004
Above 30 14 12 03 14 08
(9.3) (08) (02) (9.3) (5.3)
AG, agree; DA, disagree; NANDA, neither agree nor disagree; NS, nonsignificant; S, significant;
SA, strongly agree; SD, strongly disagree.
Source: Compiled by authors.

<H2>12.7.5 Hypothesis
Ho: The activities performed on smartphone by selected respondents of below 30 years of age and
above 30 years of age are similar.
As given in Table 12.6, the hypothesis related to the activities performed on smartphone by
selected respondents of below 30 years of age and above 30 years of age, the nonsignificant results
were found in case of criteria, namely, communicate with friends and family members,
communication for placing orders, information gathering through browsing the internet in leisure
time, Information for comparing various products and downloading apps. The significant result
were observed in case of criteria related to doing transactions through mobile includes transferring
money online, paying utility bills, mobile banking services, booking movie tickets, and booking
tickets for traveling.
TABLE 12.7 Influence of Given Criteria on M-Commerce Adoption Through the Use of
Smartphone.
Sr. Criteria for measuring influence on Dissatisfied Satisfied
no. buying decisions Upto 30 31 years Upto 31 and
years (N = and above 30 (N = above
99) (N =51) 99) (N =51)
Number and percentages of respondents
01 I am satisfied with the Information 24 (16) 14 (09) 75 (50) 37 (25) Formatted: Font: Not Bold

received Formatted: Font: (Default) Times New Roman, Not Bold

Formatted: Font: Not Bold
02 I feel doing mobile commerce 38 (25) 23 (15) 61 (41) 28 (19)
Formatted: Font: Not Bold
transactions using smartphone useful
in daily life
03 I feel ease while using smartphone 35 (23) 19 (13) 64 (43) 32 (21) Formatted: Font: Not Bold

technology for doing transactions

04 I trust on making m-commerce 46 (31) 24 (16) 53 (35) 27 (18)
 transactions using smartphone
05 I will continue to use m-commerce 37 (25) 22 (15) 62 (41) 29 (19) Formatted: Font: Not Bold

06 I will recommend the use of m- 40 (27) 22 (15) 59 (39) 29 (19) Formatted: Font: Not Bold

commerce to others
m-commerce, mobile commerce.

Source: Compiled by authors.

As given in Table 12.7, considering the analysis of satisfaction of respondents with the use
of m-commerce 50% of respondents who belonged to age group of 30 years expressed their
satisfaction with the information received from mobile phone; 43% showed their satisfaction with
the ease while using smartphone technology for doing transactions; 41% showed satisfaction with
smartphone useful in daily life as well as showed their willingness to continue to use m-commerce.
In total, 25% of the respondents who belonged to age group of above 30 years showed their
satisfaction with the information received from mobile phone; 21% of respondents showed their
satisfaction with the ease while using smartphone technology for doing transactions, and 19% of
respondents showed their willingness to continue to use m-commerce as well as showed their
intention to recommend the use of m-commerce to others.
<H2>12.7.6 Overall Satisfaction of Respondents from M-Commerce Adoption
Table 12.8 depicted the overall satisfaction of the selected respondents from the use m-commerce
services. The results indicated that 45% of the respondents below 30 years of age and 22% of the
respondents above 30 years of age expressed their satisfaction with use of m-commerce services,
whereas 21% of the respondents below 30 years of age and 12% of the respondents above 30 years
of age expressed their dissatisfaction related to m-commerce services.
TABLE 12.8 Overall Satisfaction for M-Commerce Adoption.
Age group (in years)
Overall satisfaction for m-commerce (number and percentages of respondents)
adoption Upto 30 31 and above
Highly dissatisfied 1 (0.7) 2 (1.3)
Dissatisfied 3 (02) 6 (04)
Neutral 27 (18) 10 (07)
Satisfied 59 (39) 28 (19) Formatted: Font: Not Bold

Highly satisfied 9 (06) 5 (03) Formatted: Font: Not Bold

Source: Compiled by authors.

<H2>12.7.6 Discriminant Analysis

In order to explore the attributes/variables that are responsible for differentiating the groups, the
discriminant analysis is applied based on the observed value as reported by the respondents.
Through discriminant analysis, membership in mutually exclusive groups can be identified as well
as linear combination of attributes which contribute most to group separation known as canonical
discriminant functions (equations) are also identified. Discriminant analysis that involves the
determination of a linear equation which is likely to be used in determining regression equation
and the form of the equation or function is given as follows:
D  v1 X1  v2 X 2  v3 X 3  vi X i  a (12.1)

where D = discriminate function; v = the discriminant coefficient or weight for that is variable; X =
respondent’s score for that variable; a = a constant; i = the number of predictor variables.
The results were obtained by the researcher after running discriminant analysis through the use of
SPSS 15.0 software.
In order to predict a respondent’s group membership, we first examined whether there are any
significant differences between groups on each of the independent variables considering group
means and Analysis of Variance [ANOVA] results. Commented [AS11]: Please provide full form of “ANOVA”
here in text.
It becomes clear that there exists mean differences between information, useful, and
comfort described in Table 12.9 and these may be good discriminators. Table 12.10 provides
statistical evidence of differences between means of cnformation and comfort producing value F’s
(information = 2.467 and comfort = 2.331). It is not worthwhile to proceed with further analysis if
there are no group differences observed.
TABLE 12.9 Group Statistics of Respondents of Age Group up to 30 Years and 31 Years and
Above for Selected Criteria.

Age group (in Standard

years) Mean deviation Valid N (listwise)
Unweighted Weighted Unweighted Weighted
Upto 25 Information 22.2525 3.79942 99 99.000 Formatted: Font: Not Bold

Useful 23.9697 4.23651 99 99.000 Formatted: Font: Not Bold

Comfort 28.2929 4.60978 99 99.000 Formatted: Font: Not Bold

Trust 24.5758 4.63591 99 99.000 Formatted: Font: Not Bold

25 and above Information 21.0196 5.75323 51 51.000 Formatted: Font: Not Bold

Useful 23.7451 6.02609 51 51.000 Formatted: Font: Not Bold

Comfort 26.8431 6.94081 51 51.000 Formatted: Font: Not Bold

Trust 23.8235 5.71211 51 51.000 Formatted: Font: Not Bold

Total Information 21.8333 4.57659 150 150.000

Useful 23.8933 4.89918 150 150.000
 Comfort 27.8000 5.53330 150 150.000
Trust 24.3200 5.02119 150 150.000
Source: Compiled by authors.

TABLE 12.10 Tests of Equality of Group Means of Respondents of Age Group up to 30 Years and Commented [AS12]: Please provide significance of “F, df1, and
df2” in Tables 12.10 and 12.13.
31 Years and Above for Selected Criteria.

df1 df2
Wilks’ ‘F-Test’ Degree of Degree of
lambda Value Freedom 1 Freedom 2 Significance
Information 0.984 2.467 1 148 0.118 Formatted: Font: Not Bold

Useful

1.000 0.070 1 148 0.791

Comfort 0.984 2.331 1 148 0.129 Formatted: Font: Not Bold

Trust 0.995 0.754 1 148 0.387

Source: Compiled by authors.

As given in Table 12.11, “The Pooled Within-Group Matrices” also supports use of these
independent variables as intercorrelations between them found low. The Analysis of Variance
[ANOVA] is based on the assumption that for each group the variances were equivalent but in
discriminant analysis the basic assumption is that the variance–co-variance matrices are equivalent.
The null hypothesis that the covariance matrices do not differ between groups is understood by
Box’s M tests. The researcher expects nonsignificant result from the Box’s M test so that the null
hypothesis of groups does not differ and can be retained. The log determinants should be equal if
the assumption of equality to be held true. When this assumption is tested by Box’s M, we are
looking for a nonsignificant M to show similarity and lack of significant differences.
In our research, the log determinants does not appear similar and Box’s M is 28.794 with F
2.782 which is significant at p < 0.002 (Tables 12.12 and 12.13). It indicates that the data differ
significantly and null hypothesis is not accepted that the covariance matrices differ between
groups.
TABLE 12.11 Pooled Within-groups Matrices Show Correlations Between Selected Criteria.
Information Useful Comfort Trust
Correlation Information 1.000 0.498 0.611 0.348
Useful 0.498 1.000 0.597 0.297
 Comfort 0.611 0.597 1.000 0.466
Trust 0.348 0.297 0.466 1.000
Source: Compiled by authors.

TABLE 12.12 Log Determinants.

Age group (in years) Rank Log determinant

Upto 25 4 10.792
25 and above 4 12.763
Pooled within-groups 4 11.652
The ranks and natural logarithms of determinants printed are those of the group covariance
matrices.
Source: Compiled by authors.

TABLE 12.13 Test Results of Box’s M Test of Equality of Covariance Matrices.

Box’s M 28.794 Formatted: Font: Not Bold

F Approximately 2.782 Formatted: Font: Not Bold

df1 10
df2 48795.927
Significance 0.002 Formatted: Font: Not Bold

Tests null hypothesis of equal population covariance matrices.

Source: Compiled by authors.

As given in Table 12.14, the eigen value indicates the proportion of variance which is
sums of squares between-groups divided by sums of squares within-groups. If the outcome is in the
form of large eigen value, it is considered as associated with a strong function but in our example,
it is only 0.027.
The correlation between the discriminant scores and the levels of the dependent variable is
known as canonical relation, and high correlation indicates a function that discriminates well.
The present correlation of 0.162 is not extremely high. The most perfect indicator of correlation is
1.00.
TABLE 12.14 Eigen Values—Proportion of Variance Explained.
Canonical
Function Eigen value % of variance Cumulative % correlation
1 0.027a 100.0 100.0 0.162 Formatted: Font: Not Bold
aCanonical discriminant functions were used in the analysis.
Source: Compiled by authors.
 Wilks’ lambda indicates the significance of the discriminant function that is the ratio of
within-groups sums of squares to the total sums of squares. It is the proportion of the total variance
in the discriminant scores not explained by differences among groups.
Table 12.15 indicates a nonsignificant function (p < 0.000) and provides idea that the
proportion of total variability is not explained, that is, it is 71.1% explained by differences among
the groups.
TABLE 12.15 Wilks’ Lambda Scores—of the Total Variance in the Discriminant Scores.
Wilks’
Test of function(s) lambda Chi-square df Significance
1 0.974 3.879 4 0.423 Formatted: Font: Not Bold

Source: Compiled by authors.

Table 12.16 provides an index of the importance of each predictor and the sign indicates
the direction of the relationship. Comfort score (0.725) was the strongest predictor, whereas
information (0.639) was next in importance as a predictor. With large coefficients, these two
variables, that is, comfort and information stand out as those that strongly predict allocation.
TABLE 12.16 Standardized Canonical Discriminant Function Coefficients.

Function
1
Information 0.639 Formatted: Font: Not Bold

Useful −0.636
Comfort 0.725 Formatted: Font: Not Bold

Trust 0.064
Source: Compiled by authors.

The structure matrix Table 12.17 shows the correlations of each variable with each
discriminate function and it is another way of indicating the relative importance of the predictors
and it can be observed that the same pattern (Table 12.12) holds as 0.787 for information and 0.765
for comfort.
TABLE 12.17 Structure Matrix—Correlations of each Variable with each Discriminate Function.
Function
1
Information 0.787 Formatted: Font: Not Bold

Comfort 0.765 Formatted: Font: Not Bold

Trust 0.435
Useful 0.133
Pooled within-groups correlations between discriminating variables and standardized canonical
discriminant functions.
Variables ordered by absolute size of correlation within function.
Source: Compiled by authors.

Table 12.18 indicates the unstandardized scores concerning the independent variables called as
“canonical discriminant function coefficients.” It is the list of coefficients of the unstandardized
discriminant equation. It operates just like a regression equation, and in our example, we derive
equation as follows.
D  0.140 × respondent’s score for information    0.130  respondent’s score for useful    0.132  respondent’s score for comfort    0.013  respondent’s score for trust   3.0934

(12.2)
TABLE 12.18 Canonical Discriminant Function Coefficients.
Grouped indicator items Function
1 Formatted: Font: Not Bold

Information 0.140 Formatted: Font: Not Bold

Useful −0.130
Comfort 0.132 Formatted: Font: Not Bold

Trust 0.013
(Constant) −3.934
Unstandardized coefficients.
Source: Compiled by authors.

It becomes clear from the discriminant analysis that the information provided by the
companies’ application need to be consistent and precise, and then this will enlarge smartphone
user satisfaction and trust which will guide the user to make the initial purchase.
In Figure 12.1, a simple regression model is presented where one observed variable, the
overall satisfaction with m-commerce adoption is predicted as a linear combination of the other
four observed variables, namely, information, useful, comfort, and trust with m-commerce
adoption. There are some other variables (other than selected five variables) that also assumed to
have an effect on overall satisfaction with m-commerce adoption for which the model assumes “1”
as standardized regression weights. Each single-headed arrow represents a regression weight.
The value shown against two-sided arrows (0.47, 0.59, 0.50, 0.35, 0.62, and 0.30) is the correlation
between four observed variables, information, useful, comfort, and trust with m-commerce
adoption.
The values shown with single-sided arrow (0.34, 0.12, 0.15, and 0.12) are standardized
regression weights. The value 0.35 is the squared multiple correlation of overall satisfaction with
combined effect of four variables related with m-commerce adoption. It means the selected
respondents’ overall satisfaction considering four observed variables, namely, information, useful,
comfort, and trust with m-commerce adoption is influenced by information (0.34) followed by
comfort (0.15), and for other two factors useful and trust, the standardized regression weights were
observed as 0.12 for both, respectively.
The study also suggests and supports the fact that It is also suggestive of the fact that the Commented [MB13]: Please check sentence “It is also
suggestive…” for correctness of intended meaning.
respondent’s overall satisfaction is the result of the with combined effect of four variables
concerned with m-commerce adoption viz., Information, usefulness, comfort and trust. The major
predictors of overall satisfaction were found as information availability and comfort with adoption
of m-commerce services. People preferred more information for mobile transaction and the
comfort for making transactions.

FIGURE 12.1 SEM showing relationship between selected attributes of transaction

through smartphone and overall satisfaction.

Source: Compiled by authors.

<H1>12. 8 DISCUSSIONS AND MANAGERIAL IMPLICATIONS

The implications for the marketers can be regarded as counsel to those organisations who are
exploring the mobile commerce idea targeted toward existing consumers or nonexistent users.
Therefore, the implications given below are based on the empirical findings, analysis, and
concussions conducted during the research.
Mobile commerce is no longer a question of if, or even when. It is in practice everywhere
and all around. The question for marketer and IT personnel is, how to formulate right strategies for
growth of m-commerce. Companies need to recognize the inhibitors and challenges involved in m-
commerce which is reflected in consumer perceptions such as mobile commerce is unsafe, lack of
security, confusion over business models related to money flow, insufficient connectivity and
speed, and the immaturity of technology to integrate with existing e-commerce and IT back-end
systems, and so on.
While collecting the data using structured nondisguised questionnaire and personal
interview schedules with the respondents, it was revealed that the “secured transaction
environment” is the most important aspect which mobile shoppers do consider while making a
payment. With regards to this, the mobile shoppers also showed complacency for making
payments involving a huge sum of money.
Some respondents also revealed that browsing an online catalogue with a mobile device is
also a difficult and a complex task. Thus, marketers must develop a robust strategy to address this
issue.
Considering the mean score of respondent’s responses on activities performed using
smartphone, it becomes clear that the use of smartphone by respondents of age group of below 30
years and above 30 years is similar and includes communication with friends and family members
and collecting information by downloading apps, browsing internet in leisure time, and gathering
information for comparing various products. So far as doing transactions through use of
smartphone is concerned, the respondents below 30 years of age use smartphone for transferring
money online; paying utility bills; using mobile banking services, and for booking movie and
traveling tickets. The selected respondents above 30 years of age hardly use the smartphone for
doing any monetary transactions.
Based on results of chi-square test, it can be inferred that the young people below 30 years
of age and middle-aged people above 30 years of age make the use of smartphone for
communication purpose and as a source of information. But the use of smartphone is more
prominent amongst young respondents of below 30 years of age for doing transactions such as
transferring money online, paying utility bills, mobile banking services, booking movie tickets, and
booking tickets for traveling. The marketers need to focus on understanding the root cause of why
the people above 30 years of age group are afraid of doing transactions through use of smartphone.
What kind of changes or reform are required for attracting large number of people to transact
through mobile apps? The answers to such questions lead to better formulation of the strategies to
maintain and increase the transactions through mobile commerce.
The marketer needs to monitor the kind of information surfing about products and services
done by the people through mobile transactions so that the desired information can be made
available as well as up to date upgraded information can be maintained based on information
requested and referred by the people. There is need to focus on providing the experience of ease
while using smartphone technology for doing transactions through mobile apps.
Making the perfect mobile commerce app means not only designing in the right features to
cover these bases but also taking advantage of the best enabling technology. The technologies
close to equal in their importance for mobile commerce success include physical security built into
mobile devices, methods to securely communicate payments, robust digital wallet security, and
easier integration with payment gateways so that mobile devices can connect easily to terminals of
mobile services providers. With such efforts, the marketer will definitely be able to strengthen the
intention of users to make the continuous use of m-commerce as well as to spread positive word-
of-mouth leading to further growth of m-commerce practices. Ultimately, mobile commerce is no
different than other commerce. If the marketer wants people to buy their products, they need to
make it convenient and fun, with a foundation of loyalty and trust. In order to provide satisfaction
to m-commerce users, the companies need to think about the strategy from the perspective of the
end user and consider what the experience of the customer will be like.
The companies should develop responsive design for their different devices on their sites
as the users of the different devices are visiting the site not for same reason. User of tablet device
may be visiting the site for a completely different purpose than that of web user through
smartphone.
Responsive design to different devices does not solve the user experience or provide
satisfaction but an attempt to develop responsive design will lead to a better experience. When a
company invest in their sites, they need to consider what tasks or information the user of
smartphone will need versus that of a web user and prioritizes which features are most prominent
and easy to access, which dramatically increases the likelihood of creating a satisfying experience.
Generally, apps provide a better experience because they are attuned to the frequent user who are
aware of the capabilities of the app, more loyal, and committed to the brand because they have
taken time to download the app to their device and such familiarity leads to higher satisfaction.
However, the number of users who download the app is generally smaller than those who access
the mobile site. Company needs its site to be as strong as the app if it wants to drive traffic to the
app and secure long-term loyal customers.
<H1>12.9 CONCLUDING REMARKS
This research study pertains to the experiential value derived by the smartphone user satisfaction
considering the selected attributes of information, usefulness, comfort, and trust toward mobile
applications.
The findings suggested that quality of information and the ease and comfort with use of m-
commerce are perceived as variables providing user satisfaction. The identified input factors
perceived quality of information; comfort and ease of using smartphone and usefulness of mobile
applications among the smartphone users were found to have a strong influence on user trust and
satisfaction. The outcome of the study will guide companies that offer m-commerce-related
products in the selection of digital products and in pursuance of future commercial opportunities.
The shopping experience in the virtual context plays a vital role for the mobile shopper.
The marketers should make an effort to create and deliver an enriched online experience through
web with a configuration of online functionality, information, and emotional appeals in the
products or services offered. This will create a positive and engaging virtual interaction which will
induce the shopper to use mobile shopping applications.
In recent years, the use of new information and communication technologies such as
mobile telephony has experienced unprecedented growth, providing consumers with new ways of
relating and more agile, personalised communication. The mobile’s complementary nature and
synergy with other direct sales systems, such as internet and television, have made it an excellent
interactive marketing tool which helps companies to complement their communication and sales
actions in other media.
Given the generalised use of mobiles and the scarcity of studies which analyze the profile
of the users of this system, this piece of work has contributed to the research by providing an
understanding of the factors influencing m-commerce adoption.
Companies are building the foundation for the Indian mobile commerce by enabling
cashless, on-the-go financial transactions. From cab rides to movie tickets to utility bills, almost
anything can be paid via simple mobile apps. However, mobile wallets in particular can add
additional value by bridging payment with discovery and procurement to offer more seamless
mobile shopping experiences—either through integration with existing ecommerce apps or by the
creation of their own in-app features.
The innovations in mobile-first hyper-local business are emerging all over the world. India
is especially powerful as it is a market of millions of newly connected mobile users, many of
whom are leapfrogging web-based commerce altogether. Though the year 2015 has educated us
about significant transition to mobile in India, many new innovations are tapping the economy for
further growth. Answers to certain questions will determine the future of m-commerce such as
which innovative mobile-first businesses are passing fads and which are here to stay? Will mobile
experiences in India primarily be web-based, app-based, or some combination of the two? Can
hyper-local commerce ever become hyper-profitable? The retailers in order to seek answers to such
questions need to For these answers and most likely more number of new set of questions, Commented [MB14]: Please check and rephrase sentence “For
these answers…” and elsewhere in chapter as per relevance of time.
marketer need to wait and see how the Indian mobile commerce ecosystem continues to evolve in
2016 and in coming years. Future.

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