From physical to digital: what drives generation Z for mobile commerce adoption?

Title

From physical to digital: what drives generation Z for mobile commerce adoption?

Creator

Verma D.; Tripathi V.; Singh A.P.

Description

Purpose: This study aims to identify factors affecting generation Z as the early adopters of mobile commerce (m-commerce). The research seeks to explore their behavioral intention to adopt m-commerce in India with consideration of gender differences while providing empirical validation for the theory of planned behavior (TPB). Design/methodology/approach: In this study, a modified TPB model has been used to explain generation Zs intention to adopt m-commerce. The proposed model was tested using a survey method with a sample of 245 students from a private university in Northern India. Subgroup analysis was performed to find gender differences in the process of adopting m-commerce. Findings: All three independent constructs have a positive influence on the behavioral intention of generation Z to adopt m-commerce. Further, the male subgroup has a lower beta value for attitude and higher beta value for subjective norm in comparison to the female subgroup. For perceived behavioral control, no significant difference in beta value across gender could be established. Practical implications: A better understanding of generation Z behavioral intentions will be of great use to telecom companies, marketers and electronic commerce companies to formulate strategies to expedite the use of m-commerce. As gender plays an important role in attitude and subjective norms, companies are advised to target their communication tactics in accordance to gender. Originality/value: To the best of the authors knowledge, this study is one of the first to test TPB and generation Z association in the context of m-commerce adoption in India. Data regarding the difference between the two genders has also shed light on the uniqueness of the context. 2021, Emerald Publishing Limited.

Source

Journal of Asia Business Studies, Vol-15, No. 5, pp. 732-747.

Date

2021-01-01

Publisher

Emerald Group Holdings Ltd.

Subject

Attitude; Buying intention; Generation Z; M-commerce; Perceived behavioral control; Subjective norm; Theory of planned behavior

Coverage

Verma D., Institute of Business Management, GLA University, Mathura, India; Tripathi V., School of Business and Management, Christ (Deemed to be) University, Delhi NCR Campus, Ghaziabad, India; Singh A.P., Department of Applied Psychology VBS, Purvanchal Univerisity, Jaunpur, India

Rights

Restricted Access

Relation

ISSN: 15587894

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/JABS-05-2020-0207

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85114452818&doi=10.1108%2fJABS-05-2020-0207&partnerID=40&md5=9f7a18ef6a27e72c175aa475aadca7a6