Journal of Marketing Management

Determinants of Mobile Commerce Acceptance amongst Gen Y
Dr. Jay P.Trivedi, Dr.Sunil Kumar

Abstract
The E-Commerce industry is one of the fastest growing industries in India. Every morning we hear about new E-Commventures and their success. The smartphone boom in the world and in India is going to transcend E-Commerce to an altogether new level. M-Commerce is setting its feet in the Indian Market. A lot of research supports the fact that Gen Y is the largest pool of Mobile users. In the present study the researchers have studied the parameters which could make M Commerce an instant hit amongstGenY. Descriptive research design was used for the research. Convenience sampling was used to conduct the survey.Descriptive and inferential statistics was used to analyse the data. The results validate TAM and add that Perceived Trust and Self-Efficacy directly influence behavioural intentions, hence adding new constructs to TAM.

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