AN EXPERIMENTAL STUDY OF STUDENT’S ATTITUDE TOWARDS THE ADOPTION OF MOBILE SHOPPING WITH MILLENNIALS

Abstract

Purpose of the study: An increasing usage Web in India offers online purchasing opportunities and it has become a popular marketing channel. To open the way for the latest concept called mobile commerce, it created the other catch up. Generally buying intention, offline or online is highly influenced by customer attitude. In the context of mobile shopping, the aim of this present study continues to analyze the variables which influence the attitude of the student towards buying intention. Methodology: This work is quantitative and focused on primary data collected from an online survey from the young millionaire who is all Smartphone users. Based on TAM and UTAUT2 we adopted and modify the model and it was tested on the information set of 533 samples by smart PLS 2.0. Main Findings: The statistical results revealed which performance expectancy, Facilitating condition and social influence have a direct positive effect on attitude. Moreover, the attitude was positively related to Purchase intention among young millionaire. Finally, the research result is analyzed and discussed. Implications are highlighted for the current study and research along with limitations and directions for the future are pointed out. Applications of this study: This article includes particle mobile shopping in India, and it is will promote huge contributions in mobile commerce research. Novelty/Originality of this study: The existing studies survey indicates that a variety of variables were studied in the sense of millennials ' mobile shopping adoption and limited success has been published on these factors. Furthermore, the study has been done to examine millennial attitudes towards mobile shopping adoption and especially to study factors that can influence millennials' shopping attitudes through mobile internet.