2015•South Asian Journal of Marketing & Management ResearchRequires access

Factors affecting individuals to adopt M-commerce services by youth in Pune city - an empirical study using modified technology acceptance model

Chanakya Kumar, Sachin Vernekar

Abstract

The advancement of technology and intensive penetration of smart phone handsets and wireless services have motivated youth to use commerce services(Banking, Money Transfer, Movies and Rail ticket booking, Online shopping etc.) on mobile. Today's mobile – commerce has become an alternate choice for youth to use transaction related services on mobile but adoption rate of M- commerce service is very low in India. Therefore there is a need for study to identify the key factors affecting consumer intention to use m- commerce services.

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Key concepts: Mobile commerce, Database transaction, Business, Penetration rate, Advertising, Marketing, Ticket, Mobile phone