Scale Development for M-Commerce Acceptance vis-à-vis Young, Educated, Non-Metropolitan Small Town Consumers in India

Abstract

The primary aim of the present study was to develop a validated measuring scale for mcommerce acceptance among educated young people in non-metropolitan India. Data was generated from students enrolled in higher educational institutions located in Aligarh district in Uttar Pradesh employing a close-ended structured questionnaire. Analysis utilized Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Based on findings, the study proposes Mobile Commerce (MC) scale for measuring the level of mcommerce acceptance by Indian consumers. MC scale comprise of four factors, namely, utility, perceived ease of use, perceived innovation in information technology and intention to use. Findings also revealed that the educated young Indian consumers of non-metropolitan cities are ambitious and choose innovativeness over cost and risk for using new technology. On a broader note, it can be proposed that educated youth of non-metropolitan India resemble their global counterparts through relying more on positive factors than negative factors such as cost and risk