Barriers To M-Commerce Adoption By Consumers In Goa: An Empirical Study

Mobile commerce (m-commerce) has revolutionized the retail and service industries by providing convenient, on-the-go access to goods and services. However, despite its benefits, many consumers remain reluctant to adopt m-commerce. Understanding the barriers to its adoption is crucial for businesses and policymakers to develop effective strategies to promote its use. This study seeks to identify the factors influencing the non-adoption of m-commerce by the consumers in the state of Goa. The study explores the relationship between various demographic, psychological, and social factors and consumers’ likelihood of non-adoption of m-commerce, is examined in this study by using correlation and regression analyses. The findings reveal a weak negative correlation between subjective norms and non-adoption of m- commerce, indicating that non-users are slightly less influenced by subjective norms. Perceived behavioural control shows no significant correlation, implying a lack of impact on adoption likelihood. Attitude towards m-commerce exhibits a moderate negative correlation, suggesting a link between negative attitudes and non-adoption. Intention to use m-commerce shows a strong negative correlation, highlighting its critical role in shaping non-adoption. These results emphasize the need to address attitudes and intentions while considering subjective norms to enhance m-commerce adoption rates. The findings provide valuable insights for policymakers and marketers aiming to reduce barriers to m-commerce usage.