Exploring M-Commerce in Odisha: A Multigenerational Analysis of Acceptance

Abstract

Exploring M-Commerce in Odisha: A Multigenerational Analysis of Acceptance conducts an in-depth examination of mobile commerce (M-Commerce) adoption in the culturally diverse state of Odisha, India. This research paper delves into the multifaceted landscape of M-Commerce adoption, with a specific focus on understanding how various demographic factors shape individuals' perceptions and preferences. Through a comprehensive investigation, the study aims to uncover gender-based differences, age-related variances, educational qualification-related disparities, occupational-based variations, income-related differences, and regional disparities in factors influencing M-Commerce. The hypotheses put forth explore the absence of significant differences in mean ranks among different demographic categories, providing a rigorous examination of the nuanced dynamics that influence the acceptance and utilization of M-Commerce services. This research contributes valuable insights to both academia and industry, paving the way for targeted strategies to enhance M-Commerce adoption across diverse demographic groups. The practical implications of this research extend to businesses, policymakers, and technology developers operating in the Odisha region. Understanding the multigenerational dynamics of M-Commerce acceptance is imperative for tailoring strategies that resonate with the diverse consumer base in Odisha.