M Commerce project Analysis, Study Guides, Projects, Research of Trade and Commerce

Download M Commerce project Analysis and more Study Guides, Projects, Research Trade and Commerce in PDF only on Docsity! IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION : A STUDY IN BANGALORE CITY By L.MEGHASHREE 4th semester MBA Reg. No. 15MB1099 Project report submitted to the university of mysore in partial fulfillment of the requirement of 4th semester MBA degree examination -2017 Ramaiah Institute Of Management Studies . New BEL Road , M.S.Ramaiah , M.S.R.I.T Post Bangalore -560054 STUDENT’S DECLARATION I L.MEGHASHREE is hereby declare that this project report Titled IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION : A STUDY IN BANGALORE CITY submitted in the partial fulfillment of the requirement for 4th SEMESTER MBA degree examination to the university of Mysore , through Ramaiah institute of management studies , Bangalore 560054 is a record of my original work done by me and has not been submitted previously for the award of any degree/ diploma to any other organization . Place : Bangalore L Meghashree Date : 15MB1099 PROJECT SYNOPSIS IMPACT OF MOBILE COMMERECE ON YOUNGER GENERATION : A STUDY IN BANGALORE CITY 1. EXECUTIVE SUMMARY In today’s world mobile commerce is playing a very important role in every one’s life. The change in the technology has made people use more of mobile commerce in their day today life. Mobile commerce services machines were accepted by payment via sms text message. This way of mobile commerce got introduced to several new mobile applications such as the first mobile phone – based banking services . The first sales of digital content as downloads to mobile phones were made possible and its playing a vital role in each and every human being . Many businesses are beginning to use mobile commerce as a more efficient way to communicate with their customers by using personal digital assistance (PDAs) and cellular phones. In order to destroy the mobile commerce market, mobile phone manufacturers are working with carriers such as Wireless and Sprint to develop WAP-enabled smartphones and these Smartphones offers fax, e-mail, and phone capabilities. 2. INTRODUCTION : Mobile Commerce is a mode of buying and selling of goods and services through wireless handheld devices such as cellular telephone and personal digital assistants (PDAs). Mobile commerce is providing the delivery of electronic commerce capabilities directly into the consumers hand everywere via wireless technology. Customers are yet think of mobile commerece as a “retail outlet in your customers pocket.” To completely understand the potentiality of mobile commerce , we should first explain what comes to this term. As you can see the following below, it is not just buying and selling of stuff with mobile devices. Depending on the approaches we can also include some of the following : • Mobile payments • Mobile money transfers and mobile-banking ; • And mobile financial services Because of so many differentiation we can have a look on different data mobile commerce market value by this way we can easily compare the mobile commerce market share with e- commerce. 3. SIGNIFICANCE OF THE STUDY: The main aim of M-commerce is to improve the convenience of trading and also to implement electronic money solutions for quicker purchase of goods and services. M-commerce has made it possible by delivering the concept of value to customer. M- commerce application can be Business to Business, Business to Customer in the e-commerce world. Eventhough M-commerce is not mature, the potential to make it more convenient for consumers to spend money and purchase goods and services as been increasing day by day. Since wireless devices travel with the consumer, the ability to purchase goods and services is always presenting a full fledged way. This clearly shows the technique that it can be used to raise revenue. The success of m-commerce depends on the technology and the attractiveness of m-commerce applications. The existence of wireless technology has created a rapid boost in the growth of some commerce businesses. Its a brilliant development which has provided a stronger connection between the target markets and many businesses which are continuously taking chances with their opportunity. In the present world a mobile device as wireless technology is already being a very necessity to many. Making businesses and connecting to people via mobile applications is a winning option where this potential makes a way to the existence of mobile commerce which Is so called mobile commerce. 4. STATEMENT OF THE PROBLEM : M commerce is one of the most effective and flexible mode of transferring goods and servies through mobile networks all over the world . It is sustainable and can be implemented on the massive scale necessary to respond to the urgent needs of the customers to satisfy their wants in giving more satisfaction on the mobile data plans helping the young generation to know more about the drastically change in the technology. 5. VARIABLES : Alternative hypothesis : H11 = M commerce doesnot influence easier and faster transactions . 9. LIMITATIONS OF THE STUDY: 1. Sample size also affects the study . 2. The focus is only on the younger generation 3. Mobile commerce is limited only for some regions like urban regions. 4. The users of mobile commerce are limited 10.RESEARCH METHODOLOGY : The use of mobile device has become wide spread and continuous to grow significantly each year. With the explosion and development of the wireless networks and technology such as 3G(third generation ). Mobile commerce is becoming a new isuue in information system (IS) research agenda . 11.TECHNIQUES OF DATA COLLECTION Both the primary and secondary data are used to collect the data 11.1. Primary data collection : primary data collection involves the original primary data collected by the researchers . it is undertaken after researchers have gained the information by reviwing secondary research or by getiing previously collected primary data , it includes questionnaires , market research , experiments made , and direct observations. 11.2. Secondary data collection : is the collection of data that is collected by someone other than then user . secondary data can save time that would otherwise be spent on collecting data in case of quantitative data. Secondary data analysis can be less useful in marketing research , as data may be outdated or inaccurate. Secondary data is obtained namely by published and unpublished sources. 12.REFERENCES : 11.3. Dr.Sunil.Batra et all (2013), mobile commerce in india : emerging issues (international journal of advanced research in IT ), volume 2 , no 2, February 2013 11.4. Anshu agarwal , et all (2015) , international journal of research in computer and communication technology , volume 4, issue 4, april 2015 11.5. Chandan gupta et, all ( 2015), all IOSR – journal of business and management , volume 18, issue 1, version 1, January 2016. 11.6. Dennehy, et all (2015), journal of innovation management JIM volume 49-61. 11.7. Dr.Pravin.H.Bhatawal et all (2015) volume 4 , no 4, mobile commerce in india , promises and problems . 11.8. Per.E.Pedersen, et , all (2015), (a review of mobile service and mobile commerce research and suggestions for future research on mobile applications .) centre for applied research at NHH . 2015, volume no 1/15. in giving more satisfaction on the mobile data plans helping the younger generation to know more about the drastically change in the technology. Research objectives: 1. To understand the context of mobile commerce . 2. To analyze the customer preferances using mobile commerce . 3. To evaluate the mobile commerce problems and prospects Research methodology : Considering the nature of the research on m-commerce, it would be difficult to group the literature under any specific disciplines. Further evidence of this can be seen from the fact that m-commerce articles are scattered across various journals in disciplines such as business, management, marketing, engineering, information technology (IT), and information systems (IS). Consequently, various online journal databases shown in Table 1 were selected and searched to provide a comprehensive bibliography on m-commerce literature. The literature search was based on the descriptor, bmobile commerceQ or bm-commerceQ. The search was also limited to peerreviewed journal articles. More than 340 articles were found in the initial search of the literature. The full text of each article was reviewed to eliminate those articles that were not actually related to mcommerce. Many of articles were excluded because they did not meet the selection criteria, described as follows: ! Considering the nature of the research field, viz., m-commerce, and the importance of being current in the field, we have only considered research articles published from 2000 and up to the end of 2003. ! Conference papers, master’s and doctoral dissertations, textbooks, and unpublished working papers were excluded, as academics and practitioners alike most often use journals to obtain information and disseminate their research findings. represent the highest level of research, both in width and breadth [95]. ! The criteria for exclusion further applied to the articles in journals if they were editorials, news reports, and book reviews. The search yielded 149 m-commerce articles from 73 journals. Each of the 149 articles was carefully reviewed and classified into one of the five categories: (1) wireless network infrastructure, (2) mobile middleware, (3) wireless user infrastructure, (4) m-commerce theory and research, and (5) m-commerce cases and applications, as graphically depicted in Fig. 2. Although this search was not exhaustive, it serves as a comprehensive platform for understanding m-commerce research. Definition and meaning of mobile commerce : Meaning : Mobile commerce also referered to as m commerce , is the use of wireless handheld devices such as cellular phones and laptops to conduct the commercial transactions online . m commerce transactions continue to grow and the term includes the purchase and sale of a wide range of products and services such as online banking , bill payment and information delivery . Definition : M commerce(mobile commerce ) is defined as the buying and selling of goods and services through wireless handled devices such as cellular telephones and personal digital assistants (PDA s ) . known as next generation e commerce , mobile commerce enables users to access the internet without needing to find a place to plug in . The emerging technology behind m commmerec which is based on wireless application protocol has made far greater strides in Europe , where mobile devices equipped with web ready micro browsers are much more common than in the united states . Review literature : 1. E.W.T. Nagi, et all feb 2007, Department of management and marketing , the hong kong polytechnic university, china . A reveiew for mobile commerce research and applications , volume 43 issue 1 , February 2007, pages 3-15 . Published in journal of decision support system. Elsevier science publishers B.V.Amsterdam , Netherlands Abstract A large number of volume of literature is available on mobile commerce , this offers potential opportunities fro further research and applications and this topic is under the development . since m commerce is still at the stage of development , a literature review of the mobile commerce with the objective of bringing the state –of-art in mobile commerce research and application will go further on the growth of mobile commerce technologies. The mobile commerce articles are presented based on the schemes that consist of five categories i.e mobile middleware , m commerce theory and research , wireless network infrastructure , m commerce applications and cases , wireless user infrastructure . 2. Shahizan Hassan ,et all 2011 System development methodology fro mobile commerce applications Publishes in international journal of mobile computing and multimedia communincations. Volume 3 , issue 4, October 2011 pg 36-52. ABSTRACT : the present research on mobile commerce has focused on single platforms and very limited aspects of commerce activities. The exploratory study was also conducted to identify potential research questions concerning wireless solutions and to examine the usability problems for consumers in e commerce. Some methods were evaluated to have a look on the usability of ten wireless sites in three of the following platforms . WAP – enabled mobile phones, palm operating systems based wireless PDA s and pocket personal computers running windows in operating systems . this article provides design guidelines based on our study and examines research implications for wireless interface design. It also discusses the usability findings to user tasks , content presentation , search , navigation system and the design constraints imposed by form factors . 7. Mohamed Khalifa , et all , 2008 Explaining the adoption of traactional business to customer in mobile commerce Reference 41 , journal of enterprise information managaement , vol 21, issue 2 pg 110-124 Emerald group publishing limited . Abstract: Mobile commerce is expected to experience a substantial growth. most mobile commerce applications except for a few have failed to meet expectations. In this study the authors aim to examine specific factors which are pertaining to the individual adoption of business to customer transactional mobile commerce. The technology acceptance model (TAM) and the theory planned behavior (TPB) are also developed. These models are tested with mobile device users who have not adopted mobile commerce yet. These results provide strong support for the integrative approach, shedding light on the significance and relative importance for specific technological characteristics. Such an approach presents a major advantage. 8. Anckar , et all 2002 Value creation in mobile commerce : findings from a consumer survey. Journal of information technology theory and application 4.1 pg 43-64 Abstartct : in fone 40 gallery 9. Thae min , et all . 2005 The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce , Journal of electronic commerce research 6.3 VOL. 6, NO.3, pg 165-180 august 2005 Abstract : As all are entering into an ‘always on’ society the interest in the concept of “interactivity” has increased where people can interact anywhere and at anytime. The importance of interactivity in mobile commerce environment this topic has been given little attention in the academic literature. This literature review identified the components of interactivity and investigated the impact of perceptions of interactivity on customer’s trust and transaction intentions in mobile commerce. Some results indicated that the addiction of mobile commerce of interactivity improves the model fit. Connectivity and contextual offer have a direct positive effect on transaction intentions in mobile commerce. Based on these results this review literature suggests that managerial implication on new marketing strategies , focusing on the contextual marketing communication that link online , mobile and offline environment . 10. Prashanth . C.Palvi , et all 2009 Mobile commerce adoption in china and US : a cross culture study Volume 40, Issue 4, November 2009 Pg no 43-61 Mobile communication technologies have penetrated consumer markets throughout the world. Mobile commerce is likely to make a strong influence on business activities, consumer behavior, as well as national and global markets. Thus the identification of factors that influence mobile commerce adoption has significant value. In a global context, this study identified nine factors affecting mobile commerce adoption based on published research in MIS. These factors were investigated in China and the United States, and a comparative examination was conducted. A survey was conducted on 190 individual mobile commerce users in China and USA. Results show that there are several significant differences among the antecedents and their impacts on consumer intention to use mobile commerce in the two cultural settings. The study provides a number of practical insights and informs vendors seeking to enter the Chinese and the US marketplace with specific information on user perspectives. Adoption of mobile commerce technology : an involvement of trust and risk concerns Published in international journal of technology diffusion Vol 3 Issue 2 , april 2012 Pg No 36-49 , yarmouk university , Jordan . This research extended the Technology Acceptance Model TAM with perceived trust and perceived risks security and privacy concerns constructs to identify the impact of these factors on Jordanian users' intentions to adopt mobile commerce m-commerce. An empirical test was used utilizing 132 responses from students in two public universities in Jordan. Results indicated that perceived trust, perceived usefulness, and perceived ease of use are major influencers of mobile commerce adoption. On the other hand, perceived risk factors security and privacy concerns were not significant in this relation. Discussion, conclusion and future work are stated at the end of this paper. 15. Norazah Mohd Suki , et all , 2011 Labuan School of International Business & Finance, Universiti Malaysia , International Journal of Business Science and Applied Management, Volume 6, Issue 2, 2011 A structural model of customer satisfaction and trust in vendors involved in mobile commerce Abstract: The purpose of this paper is to provide an explanation of factors influencing customer satisfaction and trust in vendors involved in mobile commerce (m-commerce). The study sample consists of 200 respondents. Data were analyzed by employing structural equation modelling (SEM) supported by AMOS 5.0 with maximum likelihood estimation in order to test the proposed hypotheses. The proposed model was empirically tested and results confirmed that users’ satisfaction with vendors in m- commerce was not significantly influenced by two antecedents of the vendor’s website quality: interactivity and customisation, and also two antecedents of mobile technology quality: usefulness and ease-of-use. Meanwhile, users’ trust towards the vendor in m-commerce is affected by users’ satisfaction with the vendor. Interestingly, vendor quality dimensions such as responsiveness and brand image influence customer satisfaction with vendors in m-commerce. Based on the findings, vendors in m-commerce should focus on the factors which generate more satisfaction and trust among customers. For vendors in general, the results can help them to better develop customer trust in m-commerce. Vendors of mcommerce can provide a more satisfying experience for customers. 16. Bin Wand , et all 2014 Underatnding the evoluntion of consumer trust in mobile commerce : a longitudinal study Information 37-49, march 2014 Abstract: Consumer trust in mobile commerce (m-commerce) is dynamic. However, little research has examined how consumer trust in m-commerce evolves over time. Based on the extended valence theory, the self-perception theory, and the information systems expectation confirmation theory, this study examines a three-stage theoretical model of consumer trust evolution in mobile banking. We focus on the formation mechanisms of a consumer’s decision in the pre-usage stage, the feedback mechanisms of usage behavior in the usage stage, and the evaluation mechanisms in the post-usage stage. By analyzing longitudinal data collected from 332 individuals through two rounds of surveys, we find that pre-use trust has both direct and indirect influences on mobile banking usage behavior. Usage behavior provides significant feedbacks on cognitive or psychological factors, and customers’ evaluations have significant impacts on satisfaction. Satisfaction enhances post-use trust, which in turn affects future usage behavior. We also find that pre-use trust has a long term impact on post-use trust. Together, these results illustrate the dynamic process through which m-commerce consumer trust transforms. 17.Kamsuriah , et all , 2012 Study on success factors to enhance customer trust for mobile commerce in small and medium sized tourism enterprises. Journal of theoretical and applied information technology , Volume 46 , Issue 2 , Pg No 550-564 December 2012 • Abstract:Even though mobile technologies and wireless communication are growing at a very rapid phase all over the world, still the development of mobile commerce is hindered by a lot of aspects. Researchers all over the world are actively studying on this domain to understand the factors that affect the adoption of M-commerce. A lot of studies have recognized that 'trust' is an crucial factor that impacts the adoption of M-commerce in a lot of domains, including the Small and Medium-sized Tourism Enterprises (SMTEs). Nevertheless it is not an easy task to make the customers to trust M-commerce for various reasons. Hence, based on previous studies, this paper has identified the factors that influence the customer's trust of M-commerce adoption in SMTEs. Based on the above statement, this study has proposed hypothetical model for the purpose of studying trust and its precursors such as Familiarity International journal of scientific and research publication , Volume 5, Issue 3, march 2015 School of technology management and logistics , university of utara . Abstract- Due to the scant research in the area of m-commerce service quality, this study proposes a model for measuring the service quality of m-commerce in a commercial environment. In this study, a comprehensive analysis of the literature in the area of marketing, service quality (SQ), and information systems service quality was carried out to identify the inter- related factors that lead to the service quality of m-commerce. The various past measurement models of electronic service quality (e-SQ) were also reviewed. It was found that overall perceived service quality is determined by three dimensions, which are service quality, information quality, and system quality. The overall service quality will have an impact on customer satisfaction, which will then affect the customer behavioral intention. The study provides insights to researchers and practitioners in the area of mcommerce on the important inter-related dimensions and determinants for measuring service quality. The proposed mcommerce service quality model was developed by revising and modifying the SERVQUAL scale. 20.A.H.M. Saifullah Sadi, et all , 2011 Factors influencing the adoption of mobile commerce : an explanatory analysis Proceedings of 2011 international conference on Engineering and operations management , Malaysia jan 22-24, 2011 ABSTRACT Mobile Commerce, also known as, M-commerce is thought to be the next big phase in this technologically dependent society after E-commerce era. However, its adoption and level of use is low in Malaysia compared to others nations such as Korea, Singapore, and Japan. This study aims to identify some factors that affect the adoption of Mcommerce in Malaysia based on traditional technology models such as Theory of Reason Action (TRA), Theory of Planned Behavior (TPB),Technology Acceptance Model (TAM) and Diffusion Innovation theory (DOI). In this research, an exploratory factor analysis was conducted on different measures to identify the underlying factors influencing the adoption of M-commerce. The findings revealed that all the thirteen (13) factors were statistically significant and can affect the adoption of m-commerce. 2. Related Research 2.1 Defining Mobile Commerce Researchers have adopted a broad definition of m-commerce to explore the potential benefits of the wireless technology. They view m-commerce as the use of wireless technology, particularly handheld mobile devices and mobile Internet, to facilitate transaction, information search and user task performance in consumer, business-tobusiness, and intra-enterprise communications [Chan & Fang 2001; Kannan, Chang, & Whinston 2001; Varshney & Vetter 2001]. M-commerce applications support not only transactions, but also value added services and interaction [Lehner & Watson 2001]. The wireless technology is particularly promising for enhancing relationships with customers [Kannan et al. 2001]. Despite the claim that m-commerce would revolutionize e-commerce, its wide adoption in business enterprises has not yet occurred due to technology limitations and unclear financial viability. Among all industry sectors, the retail industry is least certain about the future of mobile solutions [Ernst and Young, Chan et al.: Usability for Mobile Commerce Across Multiple Form Factors Page 188 2001]. Consumers have shown relatively low willingness to use m-commerce, but adopters of e-commerce are more likely to embrace m-commerce [Anckar & D’Incau 2002]. Given its latent adoption, one may consider the wireless channel as an extension of e-commerce that presents different requirements for interface design. The greatest challenge for various m-commerce applications is their usability. Even with the latest 3G phones in Japan, consumers still find usability barriers in small screen display and small buttons on these devices [Belson 2002]. 2.2 Usability Research for E-commerce Usability has received increasing attention for e-commerce due to the high cost of customer acquisition and [2001] investigated various methods of text summarization for Web browsing on handheld devices and found that keyword/summary was the best method. Sugimoto [1999] studied single hand keys input schemes for pocket computers. Diverse form factors offer different functionalities and have different interface requirements. Studies that compare the usability issues for multiple platforms will help researchers and designers gain insights into content conversion and presentation for interface design in diverse contexts. The context in which a user accesses the wireless sites also affects usability. Kim, Kim, Lee, Chae, and Choi [2002] identified three use context factors – hand, leg, and co-location – related to different usability problems. Problems of site structure were more likely to occur when participants used wireless sites with one hand instead of two hands. Those who accessed the wireless sites while moving rather than stopping experienced more difficulty with site representation. Those who were stopping or were alone reported more usability problems with content. Therefore, the design of wireless applications also needs to consider the use contexts. 3. Methodology 3.1 Usability Evaluation Methods We used cognitive walkthrough and heuristic evaluation methods to evaluate the usability of wireless sites. In cognitive walkthrough, evaluators simulate novice users' walking through the interface to carry out predefined tasks, such as searching for and purchasing a book [Warton, Rieman, Lewis, & Polson 1994]. In heuristic evaluation, expert reviewers critique each site regarding user interface and overall design in order to determine its compliance with commonly accepted design rules [Nielsen 1994]. An advantage of using expert reviewers is that they usually can identify more usability problems. By using both methods, we were able to identify usability issues encountered by novice and experienced users while focusing on specific user tasks as well as design guidelines. 3.2 Form Factors The three form factors examined in this study are: WAP-enabled phones, wireless PDAs using Palm OS, and Windows CE based Pocket PCs. They reflect the most popular underlying operating system and wireless Web browsing mechanisms in the North American market. WAP contents are written in WML to optimize data transmission. Among the numerous devices and wireless services available in the market, we selected AT&T Pocket Digital Net WAP phones and Sprint PCS WAP phones for this study, so that we could test the WAP access through two services and devices. Palm OS-enabled wireless PDAs can run Web clipping applications, which do not support several common Web page features: named type faces, style sheets, image maps, frames, nested tables, scripts, applets, and cookies. The two wireless PDAs we used were Palm VIIx and Handspring Visor Platinum. Pocket PCs run Microsoft's Windows CE operating system, which has a GUI similar to its desktop counterpart, but lacks many features and does not support some common Web page features such as frames. We chose HP Jornada 548 for the study, which runs Pocket PC OS, an upgraded version of Windows CE. In general, Pocket PCs have more memory and functions, a slightly larger screen, and a higher resolution than Palm OS devices do. 3.3 Site Selection Three criteria guided our selection of wireless Web sites for this study: (1) high volume of traffic at their Internet Web sites, (2) capability of supporting WAP and Palm OS platforms, and (3) representing a broad range of consumer m-commerce activities as a set. Site traffic was determined by the number of unique visitors, published monthly by Jupiter-Mediametrix (www.mediametrix.com), an Internet media research firm. By using the broad definition of m-commerce, we started with a large set of high traffic Web sites in five sectors – travel, retail, financial services, news, and portals. These sectors offer time-sensitive services for users of mobile devices, such as checking flight schedules and stock quotes. We then searched their Internet Web sites to determine their core services and whether they offer wireless solutions for WAP phones and Palm OS. Few Internet Web sites offered mobile solutions for Pocket PCs. Therefore, we accessed the selected sites on Pocket PCs by keying in regular URLs. These steps enabled us to narrow down the selection to ten wireless sites for this study: travel (Travelocity and United Air Lines), retail (Amazon and eBay), portal (Yahoo and Excite), financial services (Fidelity and E*Trade), and news (ABC News and the Wall Street Journal). This set included both Internet pure-plays and traditional services that extended to Internet. Together, they represented a wide range of m-commerce tasks and interfaces for review. 3.4 Procedure We conducted the research over three months during the summer of 2001. Two graduate students participated as novice users and conducted cognitive walkthroughs of predefined tasks by accessing all ten sites with three types With the growing power of e-commerce, and advanced wireless technologies and devices, mobile commerce, also known as m-commerce, is moving rapidly to the forefront of business activities. M-commerce can be viewed as being both a subset, and a further development of e-commerce (Wakefield & Whitten, 2006). A new report from Experian Marketing Services shows that m-commerce is beginning to outpace e-commerce in some product categories (Montgallo, 2014). Chaffey defines m-commerce as “electronic transactions and communications conducted using mobile devices such as laptops, PDAs and mobile phones, and typically with a wireless connection” (2007, p.132). Leung and Antypas consider m-commerce as both “content delivery (notification and reporting) and transactions (purchasing and data entry) on mobile devices” (2001, p.12). To put it simply, m-commerce refers to the use of mobile devices to buy or sell products, services, or information at anytime, anywhere via a wireless network. Mcommerce is made up of different forms of commercial activities, including, mobile shopping, mobile ticketing and mobile wallets. Moreover, studies have2 shown that as retailers have launched more mobile sites, an interesting trend among consumers has been seen, where consumers have now begun to visit physical stores to research products, and later make purchases through the mobile site (MATA, 2014). RESEARCH PURPOSE The purpose of this research is to develop a clearer understanding on the differences between m-commerce app adoption between European and Asian markets. Through applying several technology adoption and behavioral models