A STUDY ON THE ADOPTION OF E-COMMERCE MOBILE APPLICATIONS IN INDIA

Abstract

This report was conducted to examine how the Adoption Intention of ecommerce mobile apps changes with respect to Use behavior of the app, and Immersion into the app. Among the trends studied, all pointed in the direction of a booming mobile ecosystem, which supported the theory that ecommerce mobile apps are a better option than their counterparts i.e. websites. For proving this theory, primary research was conducted on 221 respondents. They were asked a range of questions from performance expectancy to the joy of using such applications. The majority responded with a favourable answer towards the adoption of ecommerce mobile apps, with major positive correlations between Adoption and performance expectancy at 71%, with effort expectancy at 65%, facilitating conditions at 60%, curiosity at 56% and a few lower relationships with factors such as social influence at 38% or joy at 35%. But overall all the independent factors had a positive correlation with the dependant factor i.e. Adoption. And the primary data collected supported the calculations with a majority in favour of adopting, using frequently and recommending ecommerce mobile apps to others.