CONSUMER PERCEPTION TOWARDS M-COMMERCE WITH SPECIAL REFERENCE TO GUJARAT

Authors

  • Parmar Maulik Kirankumar Saurastra University
  • Dr Hasmukhkumar Ghelani Saurastra University

DOI:

https://doi.org/10.47413/vidya.v1i2.118

Keywords:

M-commerce, consumer perception, Gujarat, E-commerce

Abstract

This study aims to investigate the key factors influencing consumers' perceptions of m-Commerce in Gujarat, with a focus on the roles of social influence, trust, and perceived cost. This study's sample size is 434 people, with a valid response rate of 78.91 percent. The proposed research model was tested using simultaneous multiple regression. According to the findings, perceived usefulness, social influence, and trust have a significant positive impact on customers' intentions, whereas perceived cost has a significant negative impact on consumer perception of m-commerce use. Furthermore, perceived ease of use has a negligible impact on consumers' attitudes toward m-commerce in Gujarat. The generalizability of this study's findings is limited: 1) Because this study is limited to Gujarat; 2) Other potential variables are not included in the model.

References

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Published

31-12-2022

How to Cite

Parmar, M., & Ghelani, H. (2022). CONSUMER PERCEPTION TOWARDS M-COMMERCE WITH SPECIAL REFERENCE TO GUJARAT. VIDYA - A JOURNAL OF GUJARAT UNIVERSITY, 1(2), 38–44. https://doi.org/10.47413/vidya.v1i2.118

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Articles