Personal Innovativeness, Social Influence, and M-Commerce Purchase Intention among Rural Consumers

Abstract

With the advent of technology and mobile commerce, banking and financial inclusion for all has become a reality. This study primarily aims to explore the impact of mobile commerce on purchase intention among people in rural India. Various Governments across the globe have adopted poverty reduction and women's empowerment through financial inclusion as the UN Sustainable Development Goal. In this regard, the study aims to understand the impact of personal innovativeness, subjective norms, perceived behavioral control, and attitude on purchase intention. For the purpose of the study, the data were collected from 280 respondents. The study shows that attitude, perceived behavioral control, subjective norms, and personal innovativeness positively influence purchase intention. Moreover, purchase intention positively influences attitude and subjective norms. Besides, subjective norms, purchase intention, and attitude mediate the relationship between personal innovativeness and purchase intention.