PAPERS- VOLUME 2, ISSUE 1 (March-2017)

Evaluating M-Apps’ E-Shopping Attitude of Youths using Technology Acceptance Model

Omdeep Gupta


Abstract: E - Commerce or electronic commerce, namely the buying and selling of products and services exclusively through electronic channels, is gaining ground. The most well - known form of e - commerce or electronic commerce is online shopping, also known as business to consumer e - commerce (B2C). Mobile marketing is marketing that occurs over a mobile device, targeted at mobile users. It leverages mobile devices to communicate and engage with consumers at any point in the customer lifecycle, to drive brand value and demand for your products or services. Marketers have developed increased interest in creating branded apps, conceptually defined as software downloadable to a mobile device which prominently displays a brand identity, often via the name of the app and the appearance of a brand logo or icon, throughout the user experience. The research is able to establish the significance of TAM as a fundamental tool for analyzing customer attitude toward an evolving technological development. Mobile applications as already known are normally used for games, music, photo and video, lifestyle, education, business, entertainment, social media, productivity and utilities. Youth still is in accommodating stage with Mobile apps for shopping purposes.

Keywords: e - commerce, M - Apps, E - Shopping, Technology Acceptance Model.

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The Society named Center for Advanced Studies in Engineering (CASE) was established on 2nd May, 2000 with a deep commitment to promote and propagate quality technical education. The commitment was translated into reality with the establishment of School of Engineering & Emerging Technologies (SEET) at Baddi in the year 2002.
The Society, through this institute, has been Providing B.Tech. engineering (CSE, IT, ECE, ME, EE, Civil Engg.Applied Sciences & Humanities),BCA, MCA, BBA, B.Com, B. Pharma and MBA courses to the youth of Himachal Pradesh and other states of India.