M-Commerce : Experiencing the Phygital Retail book cover
1st Edition

Experiencing the Phygital Retail

ISBN 9781774634165
Published March 31, 2021 by Apple Academic Press
444 Pages 10 Color & 50 B/W Illustrations

FREE Standard Shipping
USD $54.95

Prices & shipping based on shipping country


Book Description

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.

Table of Contents

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 et al.

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 H. 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 Consumer Epoch

Yog Mishra, Anurag Singh, and Punita Duhan

View More



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.


“A sincere academic endeavor to cover various facets of m-commerce in a comprehensive manner.  . .  . This book enables the reader to comprehend contemporary m-commerce concepts along with the emerging paradigms in a comprehensive manner. The volume systematically puts together the efforts of researchers across the world in the shape of empirical analyses and reviews of the myriad aspects of m-commerce. . . . An excellent reference resource and a handbook for detailed and up-to date knowledge about m-commerce.”
—From the Foreword by M. Jagadesh Kumar, Professor and Vice-Chancellor, Jawaharlal Nehru University, New Delhi, India