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 256measuring 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.
