This volume presents a pragmatic approach to understanding and capitalizing on contemporary m-commerce trend. It comprehensively encapsulates the evolution, emergent trends, hindrances and challenges, and customer perceptions about various facets of how physical and online retail channels are merging, blurring, and influencing each other in new ways.

The rapid rise of m-commerce (or mobile commerce) has led to the emergence of new paradigms in the marketplace. The difference between physical and digital retail is diminishing, and a new “phygital retail” phenomenon is on the rise. Marketers need to understand this emerging paradigm and consider the new opportunities and challenges involved. This volume, M-Commerce: Experiencing the Phygital Retail, provides a comprehensive discussion of the contemporary m-commerce concepts along with the emerging paradigms in a pragmatic way. It presents empirical analyses and reviews on the myriad aspects of m-commerce, including both contemporary academic and business research.

part I|142 pages

M-Commerce: Meaning, Evolution, Trends, and Hindrances

chapter Chapter 1|25 pages

M-Commerce: Meaning, Evolution, and Growth

ByMithun Shrivastava, Devika Prakash, Vir Ved Ratna

chapter Chapter 2|18 pages

What’s New With Mobile Commerce?

ByHenrique Schneider

chapter Chapter 3|23 pages

Mobile Commerce: Evolution and Trends

ByPadmini Tomer

chapter Chapter 4|29 pages

Success Factors of M-Commerce: A Customer Perspective

ByAnu G. Aggarwal, Gunmala Suri, Himanshu Sharma

chapter Chapter 5|15 pages

Driving Forces of M-Commerce

ByKulvinder Kaur Batth

chapter Chapter 6|26 pages

Encumbrances in M-Commerce: A Demographic Context

ByNidhi Singh, Shubhi Agarwal

part II|40 pages

M-Commerce: Harbinger of “Phygital” Retail

chapter Chapter 7|18 pages

Let’S Get Phygital: M-Commerce As A Crusader For “Phygital” Retail

ByPriyanka Singh, Gursimranjit Singh, Maninder Singh

chapter Chapter 8|20 pages

M-Commerce: Crusader for “Phygital” Retail

ByShivani Arora, Anukriti Verma

part III|134 pages

Facets of M-commerce and Consumer Perceptions

chapter Chapter 9|24 pages

Factors Deterring the Adoption of M-Tourism in India

ByS. Meera, A. Vinodan

chapter Chapter 10|26 pages

Adoption of M-commerce Among Women: An Empirical Study In India

ByAnushruti Vagrani, Dilpreet Kaur, P. Vigneswara Ilavarasan

chapter Chapter 11|19 pages

Mobile Learning: Factors Affecting Students’ Adoption in Higher Education

ByAmandeep Kaur, Nidhi Sharma, Ruhee Mittal, Anshu Lochab

chapter Chapter 12|27 pages

An Empirical Investigation of Adoption and Satisfaction of M-Commerce Users in the Selected City of Gujarat State: A Case Study of Vadodara City

ByParag Sunil Shukla, Parimal Hariom Vyas, Madhusudan N. Pandya

chapter Chapter 13|34 pages

M-Commerce: A Boon or Bane for Grocery Shoppers

ByAnuja Shukla, Shiv Kumar Sharma

part IV|82 pages

M-Commerce: Miscellany

chapter Chapter 14|17 pages

Measuring Mobile Commerce Service Quality: A Review of Literature

ByAmit Shankar, Biplab Datta

chapter Chapter 15|23 pages

Is India Poised for M-Commerce in the Cashless Milieu?

ByArindam Chakrabarty

chapter Chapter 16|23 pages

M-Commerce at the Bottom of the Pyramid: Insights from Asia

ByFarrah Zeba, Musarrat Shaheen, Rambalak Yadav

chapter Chapter 17|14 pages

Vigor of M-Word of Mouth in the Consumer Epoch

ByYog Mishra, Anurag Singh, Punita Duhan