What impacts the adoption of mCommerce in India? A PLS SEM based study

Abstract

Introduction: The rapid expansion of mobile commerce (mCommerce) offers opportunities to promote financial and social inclusion among rural populations in India. However, adoption remains influenced by users’ perceptions, attitudes, and perceived ability to engage with mobile-based commerce. This study examines the factors influencing mCommerce purchase intention among rural consumers in India by integrating constructs from the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). The study investigates the effects of perceived ease of use (PEOU) and perceived usefulness (PU) on attitude (ATT), perceived behavioral control (PBC), and purchase intention (PINT).
Method: Data were collected from 280 rural respondents using a five-point Likert-scale questionnaire, and the proposed relationships were examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.
Results: The findings indicate that perceived ease of usage (PEOU) and perceived usefulness (PU) have significant positive effects on several intermediary constructs, including attitude (ATT) and perceived behavioral control (PBC). The findings indicate that PEOU (Perceived ease of usage) has a positive and significant influence on attitude (ATT), perceived behavioral control (PBC), and purchase intention (PINT), while perceived usefulness (PU) significantly influences perceived ease of usage (PEOU), attitude (ATT), and perceived behavioral control (PBC). Attitude (ATT) and perceived behavioral control (PBC) also have significant positive effects on purchase intention (PINT). However, PU does not have a significant direct effect on PINT, suggesting that perceived usefulness alone is insufficient to generate adoption intention. The mediation analysis further demonstrates that PEOU plays a critical role in translating perceived usefulness into purchase/usage intention, while PBC provides an important behavioral pathway. In particular, the serial mediation effect of PU → PEOU → PBC → PINT is significant, highlighting the importance of users' perceived capability and control. The findings extend the TAM–TPB literature by demonstrating that ease of use and perceived behavioral control are central mechanisms through which technology-related perceptions translate into adoption intention. This study provides important insights for policymakers and m-commerce companies.