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. What’s New with Mobile Commerce? Mobile Commerce: Evolution and Trends. Success Factors of M-Commerce: A Customer Perspective. Driving Forces of M-Commerce. Encumbrances in M-Commerce: A Demographic Context. Let’s Get Phygital: M-Commerce as a Crusader for “Phygital” Retail. M-Commerce: Crusader for “Phygital” Retail. Factors Deterring the Adoption of M-Tourism in India. Adoption of M-Commerce Among Women: An Empirical Study in India. Mobile Learning: Factors Affecting Students’ Adoption in Higher Education. An Empirical Investigation of Adoption and Satisfaction of M-Commerce Users in the Selected City of Gujarat State: A Case Study of Vadodara City. M-Commerce: A Boon or Bane for Grocery Shoppers. Measuring Mobile Commerce Service Quality: A Review of Literature. Is India Poised for M-Commerce in the Cashless Milieu? M-Commerce at the Bottom of the Pyramid: Insights from Asia. Vigor of M-Word of Mouth in Consumer Epoch

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.