predicting consumers intention to adopt m-commerce services: an empirical study in the indian...

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Predicting Consumers Intention to Adopt M-Commerce Services: An Empirical Study in

the Indian ContextKanwalvir Singh, Himanshu Aggarwal

AbstractMobile Commerce (M-commerce) services are playing a significant role in changing the lives of the common citizens. This

paper is an attempt to explore the factors concerning consumers intention to adopt Mobile commerce services in the state ofPunjab in India.

Finding and analyzing these critical factors can lead to the overall healthy growth & advancements involved with the implementation of e-

Governance in every country. This empirical study will help in formulating effective strategic planning based on the data analysis of the

consumers by statistically analyzing the data. It can really bolster the cause for the development of efficiently and strategically developed

information systems for e-Governance projects in any country. This study highlights consumers post-adoption evaluation of their current use

of M-services to predict their interest in next generation M-commerce services.

Index Terms M-commerce, Consumer adoption, E-governance, M-services.

1 INTRODUCTION

HE studies concerning surveys having perceptionsand opinion of the common citizens form the basisfor the implementation of e-Governance projects in

any part of the world. These need to be analyzed so as tohave efficient and modest design for the development ofany e-Governance information system. However, there isan urgent need to understand the various dimensions &

characteristics related with the latest in technologieswhich in this case is M-commerce services. Electronicgovernment (e-government) is commonly referred to asthe delivery of government information and servicesthrough the use of information and communication tech-nologies (ICT) [7]. The ERP implementation in the devel-oping countries has been delayed and mainly affecteddue to their poor and unstable economic status [4]. Thecitizens willingness to adopt e-Governance in variouspublic sectors has been found to be the key aspect for thesuccessfulness of e-Government services. The relativeperformance of the governments in e-government devel-

opment can also be identified to formulate effectivestrategies and policies for improving the performance ofe-government [9]. So, it is imperative that the critical fac-tors need to be identified that can predict consumers in-tention to adopt M-commerce services.

2 REVIEW OF LITERATURE

This section reviews the earlier work done for exploring

the consumers behavior and their focus to adopt or pre-

dict the consumers adoption of M-commerce/mobile

services. The divergent experience with M-services really

plays a significant role in the customers enjoying various

features and benefits availed while using these services.

The more likely adoption of M-commerce services will

always be in the cases where customers feel always more

satisfied based on their experiences of using or availing

these kinds of services. Anckar, B. et al. (2002) pointed

that in a study of M-commerce, suggested eight features

of mobile services: time-critical, spontaneous, entertain-

ment, efficiency, mobility-related, cost saving, conven-

ience, and familiarity features which determine two

groups of M-commerce value, including mobile value and

wireless value. Huh, Y.E. et al. (2008) also argued that the

future adoption of next technology is better than infor-

mation on their initial adoption behavior, by focusing on

the information on consumers continued usage. Their

finding implies that consumers positive experience with

their current mobile phone fosters their adoption of simi-lar but more advanced forms of technological interfaces.

The organizational characteristics were explored by Allen

et al. (2004) to enable strategic use of IT so that the gov-

ernance can be improved & found the organizational cul-

tural and architectural factors acting as determinants in

related transformations. H. Johann, P. Peter, S. Michael

(2011) in their research work examined Austrian munici-

palities for e-participation services & identified influenc-

ing factors to work out on a methodology to assess e-

participation readiness related with municipal e-services.

3 OBJECTIVES OF THE STUDY

Kanwalvir Singh is Associate Prof. with the Dept. of CSE & IT, Baba Ban-

da Singh Bahadur Engg. College, Fatehgarh Sahib, Punjab, India 140407. Himanshu Aggarwal is Professor with the Department of Computer Engg.,

UCOE, Punjabi University, Patiala, Punjab, India 147001.

T

JOURNAL OF COMPUTING, VOLUME 5, ISSUE 2, FEBRUARY 2013, ISSN (Online) 2151-9617

https://sites.google.com/site/journalofcomputing

WWW.JOURNALOFCOMPUTING.ORG 26


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This research study will determine the awareness, atti-tude, usage and other features involved in availing the M-commerce services by the common citizens. The presentpaper thrusts upon the major factors out of the existingmobile commerce services availed by the common citi-zens in the state of Punjab.

4 RESEARCHMETHODOLOGY

This empirical study is concerning 400 randomly selected

citizens (respondents) already availing e-Governance ser-

vices in the various districts & Tehsils/sub-Tehsils of the

Punjab state. The questionnaire developed constitutes

various demographic profiles for the gender, region, Edu-

cation qualification, annual income, age and profession.

The summating rating method of five point Likert scale

(where 5=Strongly agreed, 4=Agreed, 3=Undecided,

2=Disagreed and 1=Strongly disagreed) has been used to

gather the responses of the citizens. This method of fivepoint Likert scale is applied in the questionnaire devel-

opment process. SPSS 18.0 tool has been used for statisti-

cally analyzing the data. Thus, the data obtained has been

processed and analyzed for citizens data and its objective

to get the desired results with analysis. For this, two dis-

tricts and two Tehsils/Sub-Tehsils have been selected

from each region of Punjab: From Malwa region -

Fatehgarh Sahib & Patiala, From Majha region - Amritsar

& Gurdaspur and, From Doaba region - Jalandhar &

Nawanshahr.

The focus of this work is the analysis of the data

that has been collected from 400 respondents, in this case

citizens who have come for availing e-Governance ser-

vices at Farad information centre (Fard Kendras) at the

selected Tehsils/Sub-Tehsils of the Punjab state. A pilot

study for the survey (questionnaire) was done earlier be-

fore finally given to the respondents. The needful and

vital suggestions for the improvement or modification of

the questionnaire have been incorporated in it, to make it

highly useful for the respondents. The demographical

profiles of respondents (citizens) constitute various pro-

fessions such as unemployed and farmers also, besides

students. Near-about half (49%) out of the total respond-ents are from rural region. This survey constituted urban,

semi-urban and rural citizens in the ratio of 28.3%, 22.8%

and 49% respectively. The illiterate persons constituted

22.8% & non-income tax payers constituted 74.3% of the

total respondents.

The Profession-wise distribution of respondents is as

shown in the Table I.

TABLE I

DISTRIBUTION OF RESPONDENTS

(PROFESSION WISE)

5 ANALYSIS &FINDINGS

The analysis of the various factors has been considered in

view of the objectives listed above. Firstly, Mean and

Rank methods have been applied in order to see the in-

fluence of various factors in this study. Then, T-test &

ANOVA tests have been applied for analysis on the data

concerning citizens of the Punjab state.

Description of Factors (Dimensions)The study is further sub-divided into various dimensions

for analyzing the critical factors in consumers intentions

to adopt mobile commerce. The description about the

various Dimensions (Dimension 1 to Dimension 4) is as

follows.

5.1Dimension 1: Awareness about availability ofM-commerce/Mobile Services

The first dimension here depicts the various factors un-

derlying the citizens awareness about availability of M-

commerce/Mobile Services and what do the citizens

think about the already existing these kind of services.Table II specifies the mean scores and rank of each item of

awareness about availability of M-commerce/Mobile

Services (Dimension 1).

TABLE II

MEAN SCORES AND RANK OF EACH ITEM OF

AWARENESS ABOUT AVAILABILITY OF M-

COMMERCE/MOBILE SERVICES

Factors Mean Rank

Services are hard to find (F1) 2.03 R3

Understand how it works/ heard about it (F2) 4.15 R2

Dont know if mobile can be used for pay-

ment? (F3) 1.99 R4

Innovative method that can change lifestyle

(F4)4.80 R1

Never heard of it before (F5) 1.77 R5

No need for mobile services (F6) 1.16 R6

Based on the mean and rank score, factor F4 & factor F2

are found to have a higher mean of M=4.80 & M=4.15

respectively, as compared to other factors (F1, F3, F5, F6).

Significant factors: Table III reveals that factor F4 and F2

are the significant factors that highlight the importance ofM-commerce/mobile services available to the common

citizen as average >4.0 for both of these factors. Table IV

determines the difference in mean scores of the significant

S.No. Profession Count %age

1. Unemployed / Non-working 7 1.8

2. Employed (govt. service/private) 66 16.5

3. Businessman 29 7.3

4. Student 6 1.5

5. Farmer 292 73.0Total 400 100.0



http://en.wikipedia.org/wiki/Fatehgarh_Sahib_districthttp://en.wikipedia.org/wiki/Patiala_Districthttp://en.wikipedia.org/wiki/Amritsar_Districthttp://en.wikipedia.org/wiki/Gurdaspur_Districthttp://en.wikipedia.org/wiki/Jalandhar_Districthttp://en.wikipedia.org/wiki/Nawan_Shahr_Districthttp://en.wikipedia.org/wiki/Nawan_Shahr_Districthttp://en.wikipedia.org/wiki/Nawan_Shahr_Districthttp://en.wikipedia.org/wiki/Jalandhar_Districthttp://en.wikipedia.org/wiki/Gurdaspur_Districthttp://en.wikipedia.org/wiki/Amritsar_Districthttp://en.wikipedia.org/wiki/Patiala_Districthttp://en.wikipedia.org/wiki/Fatehgarh_Sahib_district


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factors (F2 & F4) using T-test and ANOVA F-test.

Most of the respondents (citizens) in the differ-

ent subgroups agree with M-commerce/mobile service

available as an innovative method that can change life-

style. Both males and females having age between 18-60

years and living in urban Region also agree with this.

Those having Profession as farming and live below pov-erty line (BPL) have been also found to be more inclined

towards M-commerce as an innovative method that can

change lifestyle since availing of M-commerce/mobile

services will result in convenience, saving time, resources

& accessibility of 24x7 (anywhere, anytime). Female citi-

zens who are Matric/10+2 and from semi-urban & rural

Region agreed more about that they understood how M-

commerce/mobile services work or they have heard

about these services (F2) since females are always found

to be more eager and curious towards learning latest

technological trends. Those residing in rural Regions bear

less opinion about this factor due to their having less of

awareness about the latest technologies since they found

themselves cut-off from the city life and latest mobile

technological advancements. Citizen with matric/10+2

showed more opinion on understand how it works/

heard about it (F2) since the teenaged students in these

classes always have more curiosity to learn & keep them-

selves abreast and updating with latest in the world of

mobiles. Employed citizens agreed more on understand

how it works/ heard about it (F2) because of their in-

creased know-how & usage of mobile services due to

their meetings the customers & daily interaction withother employees in their respective fields. Respondents

below 18 year of age & students have been found to be

less inclined towards both these factors, F2 and F4 since

them being unemployed and dependent on the parents

for monetary resources.According to T-test (Table IV), significant T-value

has been found for understand how it works/ heard

about it(F2) while F-value has been found to be significant

for other categories on both factors understand how it

works/ heard about it(F2) and innovative method that

can change lifestyle (F4). F-value indicates that demo-graphic groups- Age, Income and Profession showed high

significant opinion on both factors, F1 and F2. Citizens

with age 18-60 years old indicate difference on both fac-

tors of M-commerce/mobile services. Farmers showed

more opinion on innovative method that can change life

(F4) as they also want to upgrade their lives with new

technology which can make a real difference in their life-

style. Those who are illiterate bear more opinion on inno-

vative method that can change life (F4) as they feel that

availing and usage of latest technological advancements

will result in better standard of living & can bring major

change in their lives.

5.2Dimension 2: Comparison of M-commerce withInternet

Dimension 2 here depicts the Comparison of M-

commerce with Internet. Table V based on Mean scores

and Rank reveals that factor F1 (M=4.91), factor F2

(M=4.61), factor F4 (M=4.76) & factor F6 (M=4.75) are

found to have higher mean (avg. mean>4.0) as comparedto other factors (F2, F3, F5, F6).

TABLE V

MEAN SCORES AND RANK OF EACH ITEM OF COM-

PARISON OF M-COMMERCE WITH INTERNET

Significant factors: Table VI depicts that factors: F1, F2, F4

and F6 highlight the importance of factors for comparison

of M-commerce with Internet as average>4.0 for all these

factors. Table VII determines the difference in mean

scores of the significant factors (F1, F2, F4 & F6) using T-

test and ANOVA F-test.

In Table VI, Males have been found to be more

inclined than females for M-commerce in comparison to

the Internet services. This might be due to the reason thatIndia being a male dominant country & males being still

the sole bread earning members are likely to use M-

commerce services e.g. for paying utility bills or for avail-

ing e-Government services. Respondents belonging to

semi-urban regions and having 18-60 year of age are also

found to have the same opinion. Matric/10+2 & BPL re-

spondents also favor more for M-commerce services than

internet services since most of them are having mobile

than PCs (desktop or laptop) and they think they can

avail M-commerce services on their cell phones (24x7).

Services (employed) class respondents bear more agreedopinion on M-commerce as compared to the other catego-

ries of Profession for all factors of comparison. They

agreed that M-commerce is portable and efficient than

internet because mobile being handy, low weight and size

can be carried anywhere & internet and mobile banking

can also be availed in an efficient manner.In Table VII, Gender showed significant T-value

on Easy to learn & user-friendly (factor F2). F value has

been found to be significant on many factors of M-

commerce in comparison to Internet services. All demo-

graphic groups except Gender have been found to be

highly significant on Factor, F1. F-value indicates that

demographic groups- Region and Qualification showed

high significance of opinion on factors: F1, F2, F3 and F4.

Respondents in 18-60 years of age group have been found

Factors Mean Rank

Portable (F1) 4.91 R1

Easy to learn & user-friendly (F2) 4.61 R4

Enhanced security (F3) 4.00 R5

Handy - Lesser keys for navigation (F4) 4.76 R2

High cost of M-commerce services (F5) 1.99 R7

M-commerce services are more efficient (F6) 4.75 R3

Still prefer to use Internet for e-commerce (F7) 3.98 R6





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to be more agreed with all factors as compared to citizens

below 18 years and above 60 years (as their mean scores

was less). They also agreed that M-commerce is more

portable as compared to internet since they are mostly

laced with mobile handsets and are availing mobile ser-

vices. Respondents with matric/10+2 and residing in

semi-urban Region have been found to be more agreedthan other categories. BPL (below poverty line) respond-

ents showed more opinion on all factors than other cate-

gories of income. Respondents under BPL income found

M-commerce more portable, handy, easy to learn andefficient method as compared to internet. This might be

due to the reason of mobile handset availability even with

BPL citizens.

5.3Dimension 3: Functionality of M-commerceSystem

Dimension 3 here depicts the Functionality of M-

commerce System. Table VIII represents the Mean scoresand Rank of each item of Dimension 3, the mean of factor

F1 (M=4.67), factor F2 (M=4.69), factor F3 (M=4.47), factor

F4 (M=4.19) & factor F6 (M=4.17) is found to be high as

avg. mean>4.0. Based on the mean, it is found that the

above mentioned factors having mean>4 are considered

to be more important factors of functionality. Only, factor

F5 (M=3.18) is found to have mean score4.0.Table X

determines the difference in mean scores of the significant

factors (F1, F2, F3, F4 & F6) using T-test and ANOVA F-

test.

In Table IX, female respondents opinion showed

that M-commerce system is used by them for Bank-

ing/Financial services, Information and News and M-

payment services. This might be due to the reason that

females are found to be more employed in the banking or

financial sectors & they are in constant touch with or are

availing mobile payment services. Respondents with 18-

60 years old have been found to use M-commerce for

banking and entertainment services due to the teenagersenjoying entertainment services, using social networking

on mobile & others availing internet (net) banking and m-

banking facilities for fund transfer, shares or third party

money transfer. Mean score of Employed (govt. ser-

vice/private) indicate that they have been more readily

using the services for M-commerce since they are more

aware, literate and trained than other classes of Profes-

sion.

In Table X, Gender showed significant difference

on factors F2 and F3 & non-significant difference havebeen obtained on factors F1, F4 and F6 with T-test. F value

for age, region and profession levels of respondents

showed significant difference on all factors. Therefore, it

is concluded that according to different levels, majority of

the respondents have different opinion on all factors. All

demographic groups have been found to be highly signif-

icant on Factor, F2. F-value indicates that demographic

group, Region showed high significance of opinion on

factors: F1, F2, F3, F4 and F6. Mean score indicated that

majority of the respondents below 18 years & from semi-

urban Regions showed significant difference on all fac-

tors. Respondents from semi-urban regions indicated us-

ing M-commerce for reservation of tickets & M-payment

as they might find mobile services convenient, efficient

and available at their doorstep thus saving their time and

resources. Majority of the respondents showed more sig-

nificant difference of opinions on Entertainment (F2) &

Information and News (F3) factors.

5.4Dimension 4: Preferred Tool for M-paymentDimension 4 here depicts the Preferred Tool for M-

payment. Table XI represents the Mean scores and Rank

of each item for preferred tool for M-payment. Based onthe mean scores and rank, the factor F2 (mobile) having

mean score of M=3.02 is found to be higher in comparison

to the other factors (F1, F3 and F4).

TABLE XI

MEAN SCORES AND RANK OF EACH ITEM OF

PREFERRED TOOL FOR M-PAYMENT

Significant factors: Table XII represents the highlighting

factors for preferred tool for M-payment. Table XIII de-

termines the difference in mean scores of the significant

factors (F1, F2, F3 & F4) using T-test and ANOVA F-test.

Table XII signifies that the mean score of females

indicate that they bear more opinion on preferred tools

for M-payment. Majority of females have been found to

be more agreed on mobile as the preferred tool for M-

payment which might be due to the convenience and

portability features of mobiles. Respondents below 18

years of age are found to be regularly availing all kind of

tools for M-payment since them being school or college

students, are more receptive and have more craze to-

Factors Mean Rank

Internet (F1) 2.58 R3

Mobiles (F2) 3.02 R1

Card payment (credit cards, debit cards) (F3) 2.79 R2

Other specific cards-railway/bank/petrocards (F4)

2.42 R4





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wards the latest technological trends related with mobile

technologies. Graduate respondents staying in rural re-

gions also prefer to use mobile for M-payment since they

are residing in technology deprived Regions and mobiles

might be the only way to have 24x7 connectivity and af-

fordable service. Majority of respondents agreed on mo-

bile and credit cards as the main tools of M-payment.Mean scores of BPL respondents showed less awareness

about internet service due to the lack of training or guid-

ance of how to use it. Mean score of businessmen indicat-

ed mobile and credit or debit cards being the preferred

M-payment tool since they are using credit facilities in

interconnection with banking or financial services &

might also be availing m-banking facilities also.

From T-test in Table XIII, All demographic groups

have been found to be highly significant on Factor, F4. F-

value indicates that demographic groups: Age and Re-

gion showed high significance of opinion on factors: F1,

F2, F3 and F4. It has been found that Gender showed sig-

nificant difference on factors: F1, F2 and F4. Mean score of

female indicated that females preferred mobile and credit

card for M-payment services. F-value for age, region,

qualification, income and Profession levels of respondents

showed significant difference on majority of factors.

Therefore, it is concluded that according to different lev-

els, majority of respondents have different opinion on all

factors. F-value of age showed significant values on all

factors of preferred tools of M-payment. Mean score indi-

cated that majorities of respondent below 18 years

showed significant difference on all factors. Majority ofthe respondents agreed on mobile and credit cards as the

main tools of M-payment. F-value of qualification and

region showed significant values on factors. This indicat-

ed that majority of graduate respondents who stay in ru-

ral Region showed mobile and credits payment as the

preferred tools of payment. F-value of income and Profes-

sion showed significant difference on factors of M-

payment tools. Majority of respondents who are under

BPL showed Mobile as the preferred tool for M-payment

because of its being affordable, convenient, easy to use

and having instant connectivity, anytime-anywhere(24x7).

6 CONCLUSIONS

The main conclusions from this study concerning the

exploring of the factors concerning consumers intention

for the adoption of Mobile commerce services are as men-

tioned:

The significant point to note in this research study is

the farmers constituting majority of the total respondents

(about 73%).

Majority of the respondents consider M-commerce/mobile services to be an innovative method

that can change lifestyle. The increased know-how and

daily interaction with other colleagues may be the major

reason for employed citizens bearing high opinion on

understanding how mobile services work or heard about

it. Farmers considered M-commerce to be an innovative

method that can change lives since they feel M-commerce

services can really solve the problems in their day to day

lives & consider it to be a lifestyle changing technology.

BPL (below poverty line) respondents being part ofthe oppressed and secluded section of the society have

been found to be more curious about mobile technologies

& see it as light in their otherwise hand-to-mouth living.

They found mobile services/M-commerce to be more

portable, handy, easy to learn and efficient method incomparison to internet services because of mobile phone

availability with BPL citizens. Males have more liking for

mobile services than because of their availing more of

mobile services in utility payments or banking transac-

tions. Matric/10+2 respondents have been found to have

more liking for M-commerce than internet due to their

likeliness for latest mobiles trends & technologies and

accessing M-services on their mobiles (24x7).

Female have been found to be using various types of

services like Banking/Financial services, Information,

News & M-payment services because of females being

more employed in the banking & financial sectors. Re-

spondents with 18-60 years of age, being the next genera-

tion group have been using & availing entertainment ser-

vices, internet (net) banking, m-banking facilities or fund

transfer, etc. The employed group because of their

awareness has been availing M-commerce services intheir lives.

Mobile is considered as the preferred tool for M-

payment by majority of BPL respondents because of its

various beneficial features such as accessibility, conven-

ience and efficiency for the users. Majority of the females

also agreed on mobile as the preferred tool for M-

payment because of its added features and utility. Re-

spondents below 18 years of age have been making use of

various tools for M-payment because of their curiosity to

make use of latest available mobile services. Graduate in

rural regions preferred using mobile for M-payment be-cause of the various utility features of mobile services &

instant anytime, anywhere (24x7) connectivity. The mo-

bile and credit cards have been found to be the main tools

of M-payment.

The opinion of the common citizens for M-

commerce can be particularly useful in the design of e-

Governance projects. So, there is dire need to implement

e-Governance effectively so as to improve the standard of

lives of the common citizen & to build faith and reduce (if

not initiate) corruption to a great extent.

7 SUGGESTIONS &RECOMMENDATIONS

Following are some of the recommendations based on

the conclusions of this study and analysis in determining





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the critical factors of consumers perception towards mo-

bile commerce in e-governance implementation.

More the awareness about the mobile banking and net

banking services more will be the saving of time and re-

sources. So, the awareness about the mobile services

needs to be created in the minds of the citizens.

The bold initiatives need to be taken for providing

efficient services associated with e-Governance of various

public sectors. This can result in the reduction of tradi-

tional procedural hassles faced by citizens, ultimately

leading to the saving of time and resources of the citizens.

The Indian passport office is leading the way in such e-

Initiatives in India. It has an online mechanism (e-

passport) for citizens availing any type of passport related

services through passport website & accessing these ser-

vices anywhere, anytime (24x7) which has lead to faster

processing of services & saving time of the citizens. The computer literacy rate should be high. Since most

of the e-Governance projects are going for automation &

so that all sections of the society get maximum benefits of

such e-Initiatives, the technical knowledge and know-

how of computer is a must. The scholarship incentives

could be given by Punjab Govt. & computer functioning

related competitions could be organized so as make citi-

zens more aware about e-Governance Projects. Recently

announcement by Punjab Govt. to provide mini Laptops

(Tabs) to the students studying in Government schools is

a wise step in this direction which will increase the curi-

osity of students about e-Governance projects.

Another problem is most of the content available is

region or language-specific. So, most of the common peo-

ple residing in different states are unable to cope up with

and adapt to the changing scenarios. Thus, there are lan-

guage constraint problems resulting in the contents not

being updated in other regional languages. So, there is

need to use Unicode-fonts (common fonts for all lan-

guages) for Internet (website) purposes & for developing

mobile applications. Additional services can be given free which can lead

to acquaintance improvement. Some retail chains like Big

Bazaar recently have come up with offers like a new mo-

bile SIM is given free of cost with limited talk time (based

on the purchased units by the customer). So, such initia-

tives could also be taken by the Punjab Government,

which will result in more usage and adoption of mobile

commerce/mobile services. Also, in case of e-Tax (online

paying of Income Tax), the tax invasion has also reduced

and Punjab Government has reaped the benefits of this

awareness about technology as its revenue has increased

by manifolds.

8 LIMITATIONS&FUTURE SCOPE

The consumer perceptions about M-commerce ser-

vices can make really great impact in the development of

e-Governance projects. Although the study offers some

interesting insight into consumers perceptions, still it can

further be extended to other states of India & other partsof the world in order to develop a model or framework of

M-commerce in e-Governance projects. Many such stud-

ies can be carried out related with this work and this

study is a just a small step in this direction. The study can

be replicated if wider range of sample of citizens having

different perspectives about mobile commerce could be

taken for extended analysis and further cross-cultural

aspects could also be generalized since it is based on the

Punjab state of India only. India being still a male domi-

nant country, women in India have less empowerment,

freedom, have far less access to technology, Qualification

at grass-root level & are less aware of e-Governance facili-

ties existing in the country. More female respondents

could be taken for further study. So, the reasons concern-

ing this could also be analyzed to study the patterns of

female citizens reaching less for availing government ser-

vices available at help centres than males. These findings

will surely have future implications for both researchers

and marketers.





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TABLE III

SIGNIFICANT FACTORS OF AWARENESS ABOUT AVAILABIL-

ITY OF M-COMMERCE/MOBILE SERVICES

TABLE IV

DIFFERENCE IN MEAN SCORES OF SIGNIFICANT FACTORS

(T-TEST & ANOVA F-TEST)

** Significant at 0.01;* Significant at 0.05 level

TABLE VI

SIGNIFICANT FACTORS OF COMPARISON OF M-COMMERCE

WITH INTERNET

Factors

Gender Age Region Qualification Income Profession

Male

Female

Below18

18-60

Above60

Urban

Semi-Urba

n

Rural

Graduate

Matric/10+

2

Illiterate

BPL

Notincometax-

aer

Incometax-p

ayer

Unemployed

Employed

Businessman

Student

Farmer

F2 4.1 4.8 4.0 4.2 4.0 4.0 4.2 4.2 4.0 4.3 4.0 4.0 4.1 4.2 4.0 4.3 4.0 4.0 4.1

F4 4.8 4.8 4.0 4.9 4.4 4.9 4.8 4.8 4.8 4.8 4.9 5.0 4.9 4.6 4.4 4.8 4.6 4.0 4.9

Factors


Male

Female

Below18

18-60

Above60

Urban

S

emi-Urban

Rural

Graduate

M

atric/10+2

Illiterate

BPL

No

tincometax-

payer

Incometax-payer

U

nemployed

Employed

B

usinessman

Student

Farmer

F1 4.9 4.8 5.0 5.0 4.4 4.9 5.0 4.9 4.8 5.0 4.9 5.0 5.0 4.8 4.4 5.0 4.7 4.0 4.9

F2 4.6 4.1 4.0 4.7 3.7 4.9 4.6 4.4 4.5 4.6 4.8 5.0 4.7 4.4 4.4 4.7 4.6 4.0 4.6

F4 4.8 4.8 4.0 4.9 4.0 4.9 5.0 4.6 4.6 4.8 4.9 5.0 4.8 4.7 4.4 4.9 4.6 5.0 4.7

F6 4.7 4.8 4.0 4.9 3.7 4.9 4.9 4.6 4.5 4.9 4.9 5.0 4.8 4.6 4.4 5.0 4.6 4.0 4.7

Factors

Gender Age RegionQualifica-

tionIncome Profession

Male

Female

Below18

18-60

Above60

Urban

Semi-Urban

Rural

Graduate

Matric/10+2

Illiterate

BPL

Notincometax-payer

Incometax-payer

Unemployed

Employed

Businessman

Student

Farmer

F2 -9.35** 5.01** 10.46** 40.99** 17.4** 3.93**

F4 -0.39 33.76** 4.75* 4.53* 11.32** 11.47**





8/10

TABLE VII




TABLE IX

SIGNIFICANT FACTORS OF FUNCTIONALITY OF

M-COMMERCE SYSTEM

TABLE X




Factor

s


Male

Female

Below18

18-60

Above60

Urban

Semi-Urban

Rural

Graduate

Matric/10+2

Illiterate

BPL(belowpo

verty

line)

Notincometax

-payer

Incometax-p

ayer

Unemployed/

Non-

working

Employed(g

ovt.

service/priv

ate)

Businessm

an

Student

Farmer

F1 1.35 110.87** 6.08** 9.73** 6.91** 33.85**

F2 4.86** 102.75** 21.24** 11.18** 2.65 2.15*

F4 -0.89 127.13** 30.85** 17.96** 19.12** 5.71**

F6 -0.84 237.84 22.21** 30.40** 33.28 9.07**

Factors


Male

Female

Below18

18-60

Above60

Urban

Semi-Urban

Rural

Graduate

Matric/10+2

Illiterate

BPL

Notincome

tax-payer

Incometax-

payer

Unemployed

Employed

Businessman

Student

Farmer

F1 4.7 4.8 5.0 4.7 4.2 4.7 4.8 4.6 4.5 4.7 4.9 5.0 4.7 4.6 4.4 4.8 4.7 4.0 4.7

F2 4.7 4.1 5.0 4.8 3.9 4.9 4.8 4.5 4.6 4.7 4.9 5.0 4.7 4.8 4.0 4.9 4.7 4.0 4.7

F3 4.4 4.9 4.0 4.5 4.3 4.5 4.7 4.3 4.2 4.6 4.6 4.0 4.4 4.8 4.6 4.9 4.3 5.0 4.4

F4 4.2 4.2 5.0 4.3 3.0 4.5 5.0 3.7 4.0 4.3 4.4 4.0 4.3 4.0 5.0 4.7 3.6 2.0 4.2

F6 4.1 4.8 5.0 4.3 3.2 4.1 5.0 3.8 4.0 4.3 4.2 4.0 4.2 4.0 4.4 4.7 3.6 2.0 4.1

Factors



Male

Female

Below18

18-60

Above60

Urban

Semi-Urban

Rural

Graduate

Matric/10+2

Illiterate

BPL

Notincometax-

payer

Incometax-payer

Unemployed/Non

-working

Employed

Businessman

Student

Farmer

F1 -1.46 17.37** 8.80** 15.74** 2.08 3.20*

F2 5.70** 84.62** 18.75** 8.18** 28.85** 8.44**

F3 -3.96** 3.13* 12.20** 24.53** 3.81* 15.41**

F4 0.14 52.02** 105.35** 6.48** 1.58 21.85**

F6 -2.97 29.65** 55.81** 2.71 1.12 18.36**





9/10

TABLE XII

SIGNIFICANT FACTORS OF PREFERRED TOOL FOR

M-PAYMENT

TABLE XIII




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http://www.ippr.org/%20uploadedFiles/%20projects/%20Bend_Public%20Valueande%20Health_ippr.pdfhttp://www.ippr.org/%20uploadedFiles/%20projects/%20Bend_Public%20Valueande%20Health_ippr.pdfhttp://www.ippr.org/%20uploadedFiles/%20projects/%20Bend_Public%20Valueande%20Health_ippr.pdfhttp://www.ippr.org/http://www.ippr.org/http://www.ippr.org/%20uploadedFiles/%20projects/%20Bend_Public%20Valueande%20Health_ippr.pdfhttp://www.ippr.org/%20uploadedFiles/%20projects/%20Bend_Public%20Valueande%20Health_ippr.pdf

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