*Assistant Professor, Indira School of Business Studies, Tathwade, Pune, India
**Professor, Institute of Management and Entrepreneurship Development, Erandwane, Pune, India
Online published on 31 March, 2016.
The advancement of technology and intensive penetration of smart phone handsets and wireless services have motivated youth to use commerce services(Banking, Money Transfer, Movies and Rail ticket booking, Online shopping etc.) on mobile. Today's mobile – commerce has become an alternate choice for youth to use transaction related services on mobile but adoption rate of M- commerce service is very low in India. Therefore there is a need for study to identify the key factors affecting consumer intention to use m- commerce services.
To know the factors affecting consumer intention to use M-commerce services researchers employed extended Technology Acceptance Model (TAM) using a sample of youth in Pune city. The researchers considered 18 to 39 years age group for the study.
It has been found that the perceived usefulness, perceived ease of use, social influence and perceived credibility were the key factors to influence youth consumers to use M- commerce services in Pune region.
Descriptive Research method was used for the survey. The data was analyzed using Multivariate Correlation and Regression.
A structured questionnaire was used to collect the responses of the respondents. A 5 points Likert's scale was used to measure the responses.
PU (Perceived Usefulness), PEU (Perceived Ease of Use), PC (Perceived Credibility) and SI (Social Influence)
Adoption, Consumer Behavior, M- Commerce Services, Technology Acceptance Model (TAM)
