Investigating Attitude to Use as a Driver of Buying Behaviour through M-Commerce among Higher Education Students - Evidence from Uttarakhand

The Indian Internet business industry has evolved into a wardrobe development, and the e- commerce market, which relies on leaving the United States to become the second largest online business destination on the planet by 2021, reached 7,722 in 2012. Hope so Online businesses in India are expected to reach 122 million and 222 million by 2022, with rupees (US $ 2 billion) to Rs 20 billion (US $ 20 billion) for growing businesses and web sites. The present study aims at assessing the M-Commerce adoption and buying behaviour of youngsters using Technology Acceptance Model (TAM). The study is an attempt to assess the association among attitude towards use, Intention to use and buying behaviour of youngsters of Uttarakhand region of India. Structural equation Modeling (SEM) is used to analyse the proposed model.