A Study on Growth of M Commerce and Exogenous Factors Affecting the Purchase Behaviour of Customers on M Commerce in Gujarat Region

Abstract

Mobile commerce is the most important and widely used tool for business transactions. It has newlinehelped firms to increase their top line by various mobile services with the use of internet. So newlineindirectly internet had played good role in boosting the mobile commerce among technology newlinesavvy customers. Now-a-days, information flows very fast from one place to another place in newlinethis era. M-commerce has shown rapid growth in the development of commercial market and newlinethere seem lots of future potentials. Enormous use of mobile phones across the world led to newlineeffective m-commerce among people. newlineThere are numerous past studies found on the concept and application of m-commerce so the newlineliterature extended towards the concept of m-commerce and further Technology Acceptance newlineModel s application in m-commerce. Moreover, literature done on various techniques such as newlineexploratory factor analysis and structural equation modeling done in the past especially newlineconfirmatory factor analysis carried out with Technology Acceptance Model. newlineThe study tried to find out the solution in terms of the level of awareness regarding m-commerce newlineand various factors that affect their purchase behaviour in Gujarat. Further the problem arises newlineregarding demographic profile of the customer and their purchase behaviour and intentions newlinethrough mobile commerce. From the mentioned problem statements, numerous objectives are newlinedrawn as under: newlineand#61623; To study the awareness level of M-commerce in the Gujarat region. newlineand#61623; To study the factors affecting use of M-commerce in Gujarat region. newlineand#61623; To find out the differences among selected demographic variables regarding factors newlineaffecting M-commerce usage. newlineand#61623; To find out the association between selected demographic variables and M Commerce newlineservices usage. newlineTo fulfill the above mentioned objectives, the research design that is used in this study is newline Descriptive in nature. The study explains M commerce in detail in terms what when why newlinecertain behaviour shown and what are the factors that affect customers mostly