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Vinod V. Nair PhD Student Institute of Management, Nirma University Ahmedabad, Gujarat State India |
This paper is a qualitative study to understand the factors responsible for customer adoption of M-Commerce apps among students and working professionals in the city of Ahmedabad, Gujarat State, India. A focus-group discussion was conducted in three different batches starting with college going students, followed by lower level working professionals and finally with a batch of middle-level working professionals across the city of Ahmedabad. The first batch of focus group consists of eleven students from homogeneous background and where subjected to eight set of questions. The second round of focus group discussion was conducted on nine young working professionals of homogeneous background and was subjected to eight set of questions. The third batch of focus group discussion comprised of seven middle-level working professionals all from homogenous background and were subjected to eight set of questions one after the other. The entire proceedings of Focus Group Discussion were voice recorded as well as video recorded for detailed analysis. The outcome of student batch of FGD reveals new variables such as need-based purchase whereas the outcome of young working professionals includes new variables such as notification, mentality and auto OTP fetch and finally the FGD outcome of middle-level working professionals includes customized apps and search-based offers. Thus, future research can include above mentioned variable for enhancing value, satisfaction, adoption intention and loyalty amongst M-Commerce app users in India.
Keywords: - Focus group discussion, Customization, OTP fetch, Need based Purchase, M-Marketing, M-Commerce.India being a developing market for smartphone users, the focus of M-marketing and M-commerce is likely to gain further momentum in the coming years. With the Union Government redrafting the telecom policy in India, broadband through wireless media like mobiles & tablets will have a whirlwind effect on the use of M-marketing & M-commerce in India. Based on a forecast by India-e-Commerce, the revenue is expected to jump from US$ 39 billion in 2017 to US$ 120 billion in 2020, growing at an annual rate of 51 per cent, the highest in the world. In today’s age of technology, people prefer to carry everything in mobile including their daily alarms, reminders, meeting schedules, checking mails, playing games, entertainment and what not to mention even shopping through this small portable device. Today’s mobile phone even seems to outsmart the latest Personal Computers in terms of mobility, features, connectivity, ease of use & convenience. Thus there is an increased value addition to a customer against the money they spend on these electronic gadgets. Today it has become more of a necessity than a luxury wherein people of all ages prefer to have at least a mobile handset rather than an individual Personal Computer. In order to understand the customer adoption intention, a focus group discussion was arranged on students, young working professionals and middle level working professionals at various places in the city of Ahmedabad, Gujarat, India. The detailed analysis on the outcomes of focus group discussion on these segments would be analyzed in the following section.
Smart phones have turned into an ideal business tool enabling firms to complement other business channels due to reduced data charges coupled with growing penetration of so-called “smart” devices (Clarke, 2001; Heng-Sheng and Gururajan 2005). A Smartphone is a defined as “a mobile phone that offers advanced capabilities, often with PC-like functionality, and that is no longer limited to making voice calls” (Lee-2014). According to Shankar, there is a paradigm shift in sales program due to mobile commerce through Smartphone wherein rather than the consumers entering the seller’s environment it is the seller who enters the consumer’s environment at any time and from anywhere using mobile devices. According to Muller-Veerse (1999), mobile commerce is a subset of e-commerce, and any transaction managed through mobile communication network or related to monetary values is considered as M-Commerce. Such features are an advantage for firms opening up numerous possibilities for segmentation and customer loyalty building, yet pose a significant challenge, since the development of this particular sales channel remains in its infancy. It is therefore essential to gain further insights into which factors impact firms’ evaluation of said channel. M-commerce is broader than wireless advertising in that it includes shopping, payment systems, game playing and emergency services among various other applications. Wireless advertising comprises a subnet of m-commerce (Jih and Lee 2003/2004, Chou, Lee and Chung 2004, Mahatanankoon, Wen and Lim 2005). According to Maity & Dass, (2014), consumers prefer to undertake information search on medium richness conditions, as is commonly observed- most consumers prefer undertaking product information search online, even if purchase is through another channel. According to Laroche et al., Ba 2001; Walden, 2000, social media plays a big role in building brand communities and enhance their loyalty through enhance of brand trust. In fact, trust is an important predominant factor towards brand loyalty. Repeated interaction and long term relationship is key to developing trust. All value creation practices increases the level of interactions between different elements of a brand community. Therefore, brand trust can mediate the effects of brand community on brand loyalty. In order to build sustainable and profitable relationships with mobile-savvy consumers, retailers should adopt a mobile marketing mindset. According to various research documents, Innovativeness has frequently been considered as an important psychological characteristics explaining consumer adoption of new technologies like QR code, NFC (Aldas-Manzano, Ruis-Mafe & Sanz-Blaz, 2009; Bauer, Barnes, Reichardt & Neumann, 2005; kim et al; 2008). There has not been much research to show the relationship between culture and m-commerce. Even this study could not capture the cultural difference dimension to its totality. Therefore, it would be of interest to examine the possible implications of cultural differences that stimulate the adoption of new mobile services based on new technologies that bring value to mobile users and create new business opportunities for the mobile industry especially in future research study due to vast cultural diversity in India.
With more and more people shifting from E-commerce to M-commerce, it becomes essential for various retailers or mobile vendors to come up with applications that support M-marketing and M-commerce. This research would throw more light on the perceived adoption intention in the city of Ahmedabad, Gujarat state, India & expectations of consumers towards these applications. This study would help all the mobile phone companies in making apps as per customer’s expectation. It would also help various firms to decide whether to push for M-commerce rather than E-commerce in coming years to capture more consumer base. Therefore, the objective of this research would be:
To determine what are factors responsible for adoption intention in customer in Ahmedabad. 2. To determine which factors influence the adoption intention of M-commerce applications among students in Ahmedabad. 3. To determine which factors influence the adoption intention of M-Commerce applications among young working professionals in Ahmedabad. 4. To determine which factors influence the adoption intention of M-Commerce applications among middle level working professionals in Ahmedabad.
This section discusses about the survey development technique, data collection technique, analysis and outcome of this focus group discussion conducted on students, young working professionals and middle-level working professional in the city of Ahmedabad, Gujarat, India.
Qualitative research technique such as focus group discussion is used as methodology to understand the customer expectation and factors responsible for adoption intention of M-Commerce in the city of Ahmedabad, Gujarat, India. The set of questions on M-Commerce context have been adapted and prepared on various extant literature reviews. Question asked during focus-group discussion for students batch contains 8-set of questions, following by young working professionals with 7-set of questions and finally the middle level working professionals were subjected to 8-set of questions. The entire proceeding of the FGD was voice recorded and videotaped for further analysis.
For analyzing the expectation and understanding the factors responsible for the consumer adoption intention through M-commerce in the city of Ahmedabad, Gujarat, India, the focus group discussion was conducted on the following mobile user segments, 1. Students. 2. Young Working Professionals. 3. Middle Age Working Executives. The students group comprises of 11-member College going population with the age group of 15-24 years. This group is considered to be highly inexperienced yet innovative & risk-taking. This group is most likely to adopt any kind of new technological innovations like M-Marketing tools & M-Commerce apps. The second group comprising of 9-member Young Working Professionals are those who lie in the age group of 25-34 years. The population sample belonging to this group are also amongst the most innovative, risk-taking & showing positive intent towards quick adoption of new technology like M-Marketing & M-Commerce tools. The third group comprises of 7-member middle level working executives in the higher income group & lying in the age group of 35 to 54 years. This group is considered to have high risk-avoidance compared to the previous two groups. This group would adopt any new technology like M-Marketing & M-Commerce based on their social influence with peers, family members & need based involvement.
Qualitative research technique like focus group discussion was conducted to capture the viewpoints of various professionals, executives & managers about value creation in India. Three rounds of traditional focus group discussion was conducted on group of MBA students of Ahmedabad in the age group of 16-25 years, another round of traditional focus group discussion was conducted on young working professionals in the age group of 26-34 years & the third round of traditional focus group discussion was conducted on middle level working professionals in the age group of 35-44 years. The first batch of focus group consists of 11-respondents of students from homogeneous background and where subjected to 8 set of questions one by one. The second batch of focus group discussion comprised of young working professionals of 9-respondents of homogeneous background and was subjected to 8 set of questions one by one. The third batch of focus group discussion consists of 7-respondents of middle-age working professionals all of homogenous background and was subjected to 8 set of questions one by one. The entire proceedings of Focus Group Discussion were voice recorded as well as video recorded for detailed analysis. Three set of structured questions were prepared for both the batch of Students, Young Working Professionals & Mid-level Working Professionals based on extant literature review. During the course of group discussion, these questions were put forward to each respondent one by one and were asked to give their viewpoints on each question. This process was repeated for all the questions and respondents were asked to give their viewpoints based on the questions put forward to them. In between the iterative process, respondents were given chance to add few points which they had previously missed out. Light refreshments were also served to keep the mood and energy of discussion going unhindered. Below mentioned in Annexure-1, Annexure-2 & Annexure-3 are the set of structured questions put forward to the students, young working professionals & mid-level working professionals respectively. Based on their answers to the questions mentioned in the above referred annexure, transcripts were prepared.
The data collection mainly consists of transcript prepared from the videotapes of Focus Group Discussion conducted on three different batch of homogeneous group. The data analysis of the traditional focus group discussion held was done by going through the recordings and converting them into scripts. For all the batch of students, young working professionals & middle-level working professionals, the transcription was generated from the videotapes of each session. All the scripts were put into similar format to ensure that judgement can easily associate the script with the videotapes. Each script listed the respondent's first name and then gave the exact quote of what each said. Three levels of analysis were used on the scripts. First, a computer program tabulated the total number of words and answers generated. Calculations were made on average words spoken or written per respondent for both the scripts. Then three batches of script were independently analyzed and tabulated the entire interaction along-with the number of substantive answer given by each respondent were noted.
The analysis of the transcript shows that majority of the students group were aware of the M-Marketing/ M-Commerce tools that were being introduced in India. Almost all the students have a brief experience of having used these tools at least once whereas all the respondents in the young working professional group were aware of M-Marketing/M-Commerce tools but were not confident enough to use it due to risk factor or cultural factor. Even, the middle level working professionals were quite aware of M-Marketing/M-Commerce tools but except a couple were reluctant to use due to risk factor or lack of motivation. The analysis & findings of the transcripts have been tabulated as shown below in table-1.
|
Sr. No. |
Particulars of factors |
Session-1 (Students group) |
Session-2 (Young Working Professionals) |
Session-3 (Middle-level Working Professionals) |
Remark/Comments |
|
1 |
Overall experience level about M-Marketing / M-Commerce |
High |
Medium |
Medium |
Low = less a 1-year Medium=1 to 3 years High= More than 3 years |
|
2 |
Number of respondents |
11 |
9 |
7 |
|
|
3 |
Average level of interaction during each question |
High |
Medium |
Medium |
Low = less than 2-times Medium= 3 to 5 times High = more than 6 times |
|
4 |
Common adoption factors within the group |
Mobility, ease-of-accesibility, ease-of-use, convenience |
Mobility, Always-on, ease-of-accesibility,ease-of-use, one-touch connectivity |
Mobility, Convenience, ease-of-use, time-saving |
Those factors which every member of the group has agreed upon is known as common adoption factor |
|
5 |
Emerging factors from the group |
Need-based purchase |
Notification, Mentality, Auto OTP fetch |
Customized apps, Search-based offers |
The factors which came up during interaction and agreed by majority is known as new adoption factor. |
|
6 |
Attractive feature towards loyalty of M-Marketing / M-Commerce apps in India |
Extra cash-back offer, |
Extra cash-back offer |
Extra cash-back & customized service feature |
|
|
7 |
Hurdles towards adoption of M-Marketing / M-Commerce in India |
Small-screen size of smart-phones, net disconnection, mulitple app accessibility |
Security concern, cultural factor, anti-national sentiments |
Small-screen size of smart-phone, multi-app accessibility, security concern, quality concern |
|
|
8 |
Value-creation features |
Convenience, Always-On, Location-specific marketing, ease-of-accesibility |
Time saving, economical, anywhere accessibility |
Time saving, economical, anytime-anywhere accessibility |
|
|
9 |
Expectation from the group about future advancements in M-Marketing / M-Commerce technology in India |
Larger screen-size, seamless connectivity, improvement in application software for tab feature |
Speed of connectivity, Pop based Marketing, User-friendliness, Foolproof security system |
Better processor for smartphones, enhanced security features & faster net connection through 4G. |
|
The overall experience level of student batch was found to be medium to high range on a yearly basis whereas the young working professionals’ batch had a low to medium level of experience on a yearly basis. Some of the common factors responsible for M-Commerce/M-Marketing tools adoption amongst student’s batch as well as young working professionals was mobility, ease-of-use, convenience, ease-of-accesibility. The student’s batch was also influenced by extra cash-back offer on M-Commerce over E-Commerce sites. Whereas the young working professional were influenced by mobility, always-on, ease-of-use, ease-of-accesibility feature of smart-phone as an important factor for adoption of M-Commerce over their E-Commerce counterpart. For middle-level working professionals were mobility, convenience, ease-of-use & time-saving. By analyzing the transcript of student, young working professionals & middle-level working professionals, it was found that major hurdle towards adoption of M-Commerce over E-Commerce was small screen-size of smart-phones compared to PC or Laptop, frequent internet disconnection, security concern during online payment and lack of multiple apps access simultaneously over a smart-phone. A Personal Computer or laptop could easily allow multiple E-Commerce sites to open in a tab and transact whereas the same is not possible on smart-phones with M-Commerce apps. Inspite of these limitations with M-Commerce apps, both the students and young working professionals were ready to reconsider their adoption intention towards the latest M-Commerce apps because of extra cashback feature, current trend & ubiquitous feature of M-Commerce apps. When students were asked whether age was an important criteria for adoption of M-Commerce in India, they gave a mixed reaction as some of the students were of the opinion that age is an important criteria whereas the other set of students felt it was not. Similarly, while analyzing the answers given by the young working professionals to the same question, it was found that again the batch gave similar answer to what student’s batch had given. Some of the measures suggested during the interaction for overcoming the age criteria for adoption were motivation, confidence level to learn new technology, improvement in the safety features of online transactions. While analyzing the response to a question on recommendation of M-Commerce/M-Marketing tools to friends and relatives for adoption, majority of the students expressed positive attitude except one or two who would abstain from recommending due to security risk of online system. Similar reaction was obtained from the young working professionals but the reason for abstaining from adoption of M-Commerce technology was cultural factor and anti-national sentiments. Whereas, the middle-age working professionals were also in agreement to recommendation of M-Commerce/M-Marketing tools amongst friends and relatives but with a condition that basic security features are met to prevent any online fraudulent activity. When the groups were analyzed for loyalty factor almost all the batches were unanimous in remaining loyal towards M-Commerce/M-Marketing tools provided the extra cash-back & customized features with M-Commerce apps is attractive enough to prevent any switch-over & competitive pricing was maintained on M-Commerce over its predecessor. When the groups were analyzed on value-creation through M-Commerce/M-Marketing, all the groups had the opinion that M-commerce/M-Marketing tools were true value-creation for them as it is saves lot of time, money and ease-of-accessibility in procuring a product or service over their predecessor technology. Apart from this, the student’s batch had the opinion that convenience of carrying a smart-phone anywhere or anytime due to ubiquitous mobile network & location based marketing messaging also adds to value-creation due to M-Marketing/M-Commerce tools in them. While analyzing the scripts, new factors have come-up which were not found in the extant literature of M-Marketing/M-Commerce. The new factor found during focus-group discussion with the student’s batch was “Need-based purchase” which can be categorized under behavioral factor whereas a new factor found during discussion with young working professionals was “Mentality” which can again be categorized under behavioral factors. According to the young working professional’s batch, the new factors that came up during the focus-group discussion were notification on apps, Auto OTP fetch whereas for the middle-level working professionals, the new factors customized apps and search-based offers were the emerging factors... The main theoretical contribution of this study is the suggestion for incorporation of new variables such as Need based purchase, notification, auto OTP fetch, customized apps and search based offers which could be considered for future research. The practical contribution of this study is the M-Commerce firms could inculcate certain features such as notification, auto OTP fetch and search based offers to their customer to enhance value creation, adoption intention, satisfaction and loyalty towards M-Commerce.
This study is restricted only to perceived adoption intention for consumers in M-commerce in the city of Ahmedabad, Gujarat, India. This study does not discussion anything about repeat purchase behavior, brand loyalty due to value creation & relationship commitment due to customer satisfaction. This study has various limitations like geographical constraints in data collection through focus group discussion were restricted to the city of Ahmedabad. Here, data is collected from only a particular region of the state hence the findings cannot be generalized to the entire state or nation. The qualitative research techniques such as focus group discussion could be employed only on student, young working professionals & middle-age working professionals. The other segments of population like senior-level working professionals & housewives could not be analyzed due to time clashes & non-formation of relevant group strength for focus-group discussion.
Questions asked during Focus-group discussion on batch-1 (Students) Q.1: How many of you purchase products/services online through e-commerce sites & M-Commerce sites? What is the difference you find in them? Share your viewpoints... Q.2: How is your experience of using M-Commerce sites compared to E-Commerce sites? Share your viewpoints... Q.3: What are the factors that motivated you to adopt M-Commerce apps over E-Commerce sites? Share your viewpoints... Q.4: What are the features of M-Commerce apps that are missing on E-Commerce sites? Share your viewpoints... Q.5: Do you think age is an important criteria for adoption of M-Commerce in India? Share your viewpoints... Q.6: Do you think there is lot of risk involved in purchasing products/service through M-Commerce apps? Share your viewpoints… Q.6: Would you recommend adoption of M-Commerce/M-Marketing tools to your friends or relatives? Share your viewpoints... Q.7: Are you satisfied with M-Marketing tools/M-Commerce apps in all sense & would continue your loyalty towards these tools? Share your viewpoints... Q.8: As a student, do you feel that M-Commerce apps are a true value-creation over other online modes that you have used? Share your viewpoints...
Questions asked during focus-group discussion on batch-2 (Young Working Professionals) Q.1: How many of you purchase products/services online through e-commerce sites & M-Commerce sites? What is the difference you find in them? Share your viewpoints... Q.2: How is your experience of using M-Commerce sites compared to E-Commerce sites? Share your viewpoints... Q.3: What are the factors that motivated you to adopt M-Commerce apps over E-Commerce sites? Share your viewpoints... Q.4: What are the features of M-Commerce apps that are missing on E-Commerce sites? Share your viewpoints... Q.5: Do you think age is an important criterion for adoption of M-Commerce in India? Share your viewpoints in brief... Q.6: Would you recommend adoption of M-Commerce/M-Marketing tools to your friends or relatives? Share your viewpoints in brief... Q.7: As a young working professional, do you feel that M-Commerce apps are a true value-creation over other online modes that you have used? Share your viewpoints in brief...
Questions asked during focus-group discussion on batch-2 (Middle-level Working Professionals) Q.1: Are you aware of M-Marketing/M-Commerce, if yes, through which source did you come to know about it? Share your viewpoints in brief about your awareness... Q.2: How is your experience of using M-Commerce sites compared to E-Commerce sites? Share your viewpoints in brief... Q.3: What are the factors that motivated you to adopt M-Commerce apps over E-Commerce sites? Share your viewpoints in brief... Q.4: Do you think age is an important criteria for adoption of M-Commerce in India? Share your viewpoints in brief... Q.5: Would you recommend adoption of M-Commerce/M-Marketing tools to your friends or relatives? Share your viewpoints in brief... Q.6: Do you think the products purchased through M-Commerce are reasonably good enough compared to other online/offline purchase modes? Share your viewpoints in brief... Q.7: Are you satisfied with M-Marketing tools/M-Commerce apps in all sense & would continue your loyalty towards these tools? Share your viewpoints... Q.8: As a mid-age working professional, do you feel that M-Commerce apps are a true value-creation over other online modes that you have used? Share your viewpoints...
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