M-Commerce Experiencing the Phygital Retail

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.

M-Commerce: Meaning, Evolution, and Growth Mithun Shrivastava, Devika Prakash, and Vir Ved RatnaWhat’s New with Mobile Commerce? Henrique Schneider Mobile Commerce: Evolution and Trends Padmini Tomer Success Factors of M-Commerce: A Customer Perspective Anu G. Aggarwal, Gunmala Suri, and Himanshu Sharma Driving Forces of M-Commerce Kulvinder Kaur Batth Encumbrances in M-Commerce: A Demographic Context Nidhi Singh and Shubhi Agarwal Let’s Get Phygital: M-Commerce as a Crusader for “Phygital” Retail Priyanka Singh, Gursimranjit Singh, and Maninder Singh M-Commerce: Crusader for “Phygital” Retail Shivani Arora and Anukriti Verma Factors Deterring the Adoption of M-Tourism in India S. Meera and A. Vinodan Adoption of M-Commerce Among Women: An Empirical Study in India Anushruti Vagrani, Dilpreet Kaur, and P. Vigneswara Ilavarasan Mobile Learning: Factors Affecting Students’ Adoption in Higher Education Amandeep Kaur et al. An Empirical Investigation of Adoption and Satisfaction of M-Commerce Users in the Selected City of Gujarat State: A Case Study of Vadodara City Parag Sunil Shukla, Parimal H. Vyas, and Madhusudan N. Pandya M-Commerce: A Boon or Bane for Grocery Shoppers Anuja Shukla and Shiv Kumar Sharma Measuring Mobile Commerce Service Quality: A Review of Literature Amit Shankar and Biplab DattaIs India Poised for M-Commerce in the Cashless Milieu? Arindam Chakrabarty M-Commerce at the Bottom of the Pyramid: Insights from Asia Farrah Zeba, Musarrat Shaheen, and Rambalak Yadav Vigor of M-Word of Mouth in Consumer Epoch Yog Mishra, Anurag Singh, and Punita Duhan

Punita Duhan, MBA, is a faculty member in Business Administration at the Meera Bai Institute of Technology, operating under the Department of Training and Technical Education, Government of NCT of Delhi for the last 18 years. nurag Singh, PhD, is an Associate Professor at the Institute of Management Studies, Banaras Hindu University, India.