Application of Decomposed Theory of Planned Behavior for M-commerce Adoption in India

Mobile commerce (m-commerce) is the latest version of electronic commerce or e-commerce. M-commerce is in early stages and its associated customer behavior is not well understood. In this paper, we examine the decomposed theory of planned behavior in the context of M-commerce. We examined the roles of trust, perceived usefulness, perceived ease of use and perceived enjoyment in determining the attitude towards adoption of m-commerce. We also tested the relationship between normative influence and subjective norms as well as the relationship between self-efficacy and perceived behavioral control. Based on the theory of planned behavior, we hypothesize that attitude, subjective norms, personal innovation and perceived behavioral control have positive impact on a person's intentions to adopt m-commerce. We conducted a survey and received 212 responses. We used structural equation modeling for data analysis. Our model was able to explain 60% of the observed variance. Out of 11 hypotheses, 8 were significant at p < 0.01 and the remaining 3 are significant at p < 0.05. Our results show that trust (m-commerce vendor), perceived usefulness (user), self efficacy (technology) and the normative influence (society) are the most important factors for m-commerce adoption in India.