CONSUMER BUYING BEHAVIOUR IN M-COMMERCE

Abstract

M-Commerce being so much into vogue is here to stay for the years to come. Hence it is a substantial study to find the consumer buying behavior in case of M-Commerce. Already many researches have been done on the adoption intention of M-Commerce. It has also been found that in many cases the Buying Behavior in case of M-Commerce holds a significant root in comparison with E-Commerce. This study integrates the different factors associated with the Buying Behavior. Also it looks into the aspects of Risk Analysis and Trust. The study mainly deals with the effect of Trust and the perception of Risk on Lead Generation in the domain of M-Commerce. It inevitably sums up that Trust plays an important role in driving Sales for a firm in M-Commerce. Also that Social Influence plays a vital role in motivating the consumers to adopt M-Commerce