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Title:
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Impact of M-Shoppers Age on Customer Satisfaction and M Shopping Continuance Intention in Indian Consumers
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Author:
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Dr Mallika Srivastava and Dr Bindya Kohli
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Keywords:
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M-Shopping, Satisfaction, E-Service Quality, Confirmation, Continuation.
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Abstract:
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M-commerce is in its nascent stage in India and is gradually picking up among the masses. Under these circumstances it becomes imperative for e-retailers to identify the factors that are affecting the acceptance of their products. The factors identified through literature review include word of mouth (WOM) and convenience of usage to name a few. The present study aims to analyse the impact of various identified determinants such as convenience, payments etc. on customer’s satisfaction with m-shopping and continuous Intention. The data was obtained by administering a questionnaire to two groups based on age. Young adults (individuals below 25 years) and adults (individuals above 25 years). The responses were obtained from only those respondents who had used m-commerce at least once. With information obtained from 194 m-commerce users, this study investigated hypothesized relationships embedded within m service quality and ECM(Expectation and Confirmation model) to predict customers’ continuance intention and overall satisfaction by adopting to m-shopping in India. Results indicate interesting implications for them-commerce companies and consumers.
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