Literature Review
Group 22, Section 4
Rishi Kamal (FT174070)
Ritesh Mahajan (FT174071)
Rituraj Girnar (FT174072)

E-commerce is any form of economic activity that is conducted via electronic medium. M-commerce is a subset of E-commerce. Consumers can choose different devices to shop online. The devices are personal computers, laptops, mobile phones, tablets etc. There is a huge increase in number of mobile phones in India and this is expected to be leveraged by the E-commerce industry. There are more than
286 million debit cards in India and additional security (via security codes) enhances the scope of Ecommerce (Deshmukh, Sujata, & Deshmukh, Prashant, & Thampi, G. T 2013). Initial consumers prefer to shop those goods which don’t have touch and feel factor, but this trend is gradually changing. Customer satisfaction depends on information quality and service quality (Joshi, Priyanka
2015).
There are some challenges in m-commerce. Small screens and sparse internet connectivity are some of them .One set of researcher looks at how M Commerce should be adopted. There are articles like
"Effective optimization of Web Sites for Mobile access" which talks about technical problems that occurred while introducing E Commerce website over mobile phone screen. (Marci Troutman, Steve
Timpson, 2008). Further researchers talked about who are the first adopters of E Commerce mobile applications and their patterns. When M Commerce was introduced the initial users were mostly web users. (Liren Einav, Igor Popov and Neel Sundaresan 2012).
E-commerce consumer behaviour has been studied in the past. Regression analysis has demonstrated that the determinants of online shopping acceptance differ among product or consumer characteristics
(Goswami, Shubham 2014). Some researchers argue that although user behaviour was the top concern for the past decade, scholars now