Elucidating the ethical sales behavior in electronic commerce
In India, there is significant increase in numbers of the mobile users in last decade as a result analysts are expecting huge potential for mobile-commerce.The reach and penetration of mobile phones is major feature to deliver large number of services in fast, cost effective and seamless manner.M-commerce is considered as new platform where economic drive for growth is continuously at odd with the concerns and needs for individual privacy.Consequently, the advantages of m-commerce must be weighed against the potential for privacy violations (Milne, 2003).
M-commerce has potential to change the relationships between companies and their stakeholders (Keen and Macintosh, 2001). (2010) described m- commerce to create a shift in the sales paradigm where instead of consumers arriving in the company’s sales environment it is the seller who influences the consumer’s environment without any limitations of time and place through mobile devices.Telecom Regulator Authority of India (TRAI) brought out with guidelines and tariff on unstructured supplementary service data (USSD) based mobile banking services for encouraging use of mobile banking services across India.In the coming years, due to enhanced reach, mobile value added services (MVAS) and diverse features of mobiles, m-commerce is expected a huge potential for adoption across India.She has published more than 40 research papers in international/national journals/book chapters and presented papers in international/national conferences, besides being on the reviewing board of a few.Visit for more related articles at Journal of Internet Banking and Commerce Today, with the development in wireless and mobile technologies, Mobile Commerce (mcommerce) is expected to make substantial impact on the business landscape.
Results indicate that attitude and perceived behavioural control have positive and significant impact on individual’s intention while subjective norm has a positive but not significant impact on intention.