تجارت موبایلی: تجربه خرده‌فروشی فیزیکی و دیجیتال

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. Content: M-commerce : meaning, evolution, and growth / Mithun Shrivastava, Devika Prakash, and Vir Ved Ratna -- What'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, Ruhee Mittal, Nidhi Sharma, and Anshu Lochab -- 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 Hariom 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 Datta -- Is 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 the consumer epoch / Yog Mishra, Anurag Singh, and Punita Duhan. Cover; Half Title; Title Page; Copyright Page; ABOUT THE EDITORS; Table of Contents; Dedication; List of Contributors; List of Abbreviations; Foreword; Preface; Introduction; PART I: M-COMMERCE: MEANING, EVOLUTION, TRENDS, AND HINDRANCES; 1: M-Commerce: Meaning, Evolution, and Growth.; 2: What's New with Mobile Commerce?; 3: Mobile Commerce: Evolution and Trends; 4: Success Factors of M-Commerce: A Customer Perspective; 5: Driving Forces of M-Commerce; 6: Encumbrances in M-Commerce: A Demographic Context; PART II: M-COMMERCE: HARBINGER OF "PHYGITAL" RETAIL This book presents a pragmatic approach to understanding and capitalizing on the new 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.