PRESTIGE INSTITUTE OF MANAGEMENT

GWALIOR

MRP SYNOPSIS REPORT

On

Element of M-Commerce on Brand Equity and Purchase Intension

SUBMITTED BY
Manendra Singh Chauhan SUBMITTED TO
DR. Shailja Bhakar
Amar Pratap Singh Rajawat
(Faculty Guide)
MBA E 3RD Semester

Prestige Institute of Management

Opposite DeenDayal Nagar, Bhind Road, Gwalior
Ph.0751-2470745, Fax-0751-470516
E-mail: Prestigegwl@sanchernet.in
 DECLARATION

I, (Manendra Singh and Amar Pratap Singh) of MBA IV Semester of Prestige Institute of
Management Gwalior, hereby declare that the Major Research Project report entitled
“Element of M-Commerce on Brand Equity and Purchase Intension” is submitted by me
in the line of partial fulfillment of course objectives for the Masters of Business
Administration Degree.

I assure that this report is the result of my own efforts and that any other institute for the
award of any degree or diploma has not submitted it.

Date: Manendra Singh Chauhan

Amar Pratap Singh

Place: GWALIOR
 CERTIFICATE

This is to certify that (Manendra Singh Chauhan and Amar Pratap Singh) Student of
MBA III of Prestige Institute of Management Gwalior has successfully completed his/her
Major Research Project Report. He has prepared this report entitled “(Element of M-
Commerce on Brand Equity and Purchase Intension)” under my direct supervision and
guidance.

DR. Shailja Bhakar

(Faculty Guide)
 ACKNOWLEDGEMENT

I, (Manendra Singh Chauhan and Amar Pratap Singh) express my sincere gratitude to
(DR. Shailja Bhakar) giving me the opportunity to work under his/her guidance on the
report entitled “(Element of M-Commerce on Brand Equity and Purchase Intension)”.

I am grateful to The Director of the Institute DR. S. S. Bhakar , MRP coordinator (DR.
Shailja Bhakar) Faculty Member and other friends for their valuable suggestions in the
execution of report preparation.

I am also thankful to other staff that guided and helped us very kindly at each and every step
whenever I required.

I also acknowledge & convey thanks to the library staff, computer department of PIMG for
their kind and valuable support.

MANENDRA SINGH CHAUHAN

AMAR PRATAP SINGH

CHAPTER1
1.INTRODUCTION
Mobile technology is increasingly attractive because it offers flexible, ubiquitous access to
the internet, thus converting traditional electronic commerce (e-commerce) into mobile
commerce (m-commerce) (Scharl et al., 2005). At the end of the first decade of the twenty-
first century, a number of encouraging forecasts indicate the continued growth of m-
commerce activities (Ngai and Gunasekaran, 2007; Schierz et al., 2010). The traditional
method of brand marketing mostly appeals to functional links with consumer, but consumers
now wish for a more compelling experience (Schmitt, 1999). Schmitt (1999) indicated that
experiential marketing has proven itself to be a good starting point for studies on consumer-
brand relationship. Historically, the brand image has been greater importance for customer
product marketing1 while performance of products and quality of products and services has
been greater importance for industrial product marketing However, recently, in the midst of
industrial product market where companies have to compete against leading global brands
and fast growing low-priced products from countries like China, there have been increasing
number of studies on the relationship between brand image and customer buying behavior

1.1 Conceptual Framework

Purchase intention

According to Shah et. Al. (2012) “purchase intention is a kind of decision – making that
studies the reason to buy a particular brand by consumer.”

According to Morinez et. Al. (2007) “Purchase intention to buy a certain product in certain
condition.”

According to Kwon et. Al. (2007) “Purchase intention indicate that team identification of
licensed-sport apparel, which was mediated by a consumers’ perceived value of product
attributes. (direct effect, partially mediated, and fully mediated)”

According to Mansori et. Al. (2015) “State that consumer plan to purchase products and
services, which is express by cognitive state is defined purchase intention.”

According to Pavlou (2003) & Shanmugam (2013) “stated that online purchase intention can
be defined as a situation where a consumer is willing and intends to make online transaction.
This term is used when customers are willing to search, select and purchase product by
internet.”

Usability

According to Nielsen (2012) “Usability is a quality attribute that assesses how easy user
interfaces are to use. The word usability also refers to method for improving ease -of -use
during the design process (learnability, efficiency, memorability, errors and satisfaction).”

According to Jakimoski (2017), “There is a limited study in examining the usability of

mobile apps for performing commerce related activities, m-commerce is extensively
receiving more attention as it provides the trendy means of business and commerce. As such,
it can be said that m-commerce is becoming a dominant force for carrying out business
largely due to its service, design, and content characteristics, which make it more feasible
than e-commerce.”

According to Palmer (2002) “Usability evaluation plays an important role in the design of the
interface of an E-commerce website.”

According to Nielsen (1993), “usability is defined in the ability of an interactive system to

assist users and tasks. It can be measured in two ways objective and subjective both are
effectively for assessing system usability.”
According to Zhang and Adipat (2005), “usability in M-commerce represents huge
opportunities for companies to connect with consumers and the advent of mobile devices has
also presented new usability challenges highlighted that the user of m-commerce may be
affected by environmental elements such as nearby people or objects that may distract them
when using the application.”

According to Perdana and Suzianti (1998), “usability refers to the extent to which a product
could be used by specific users to reach specific purposes with effectiveness, efficiency, and
satisfaction in specific usage context.”

According to (Garofalakis, Stefani) (2011) “usability defined is being carried out to

determine the effect of m-commerce design usability on customers trust.”

According to (Lin and Wang) “usability characteristics in terms of navigability, readability,

creditability, and content relevant. However, supportability of mobile app had no effect on
customers trust.”

According to Jakimoski (2003) “The usability numerous studies have been conducted to
determine the effect of e-commerce usability on customers’ impressions of organizations
there is a limited study in examining the usability of mobile apps for performing commerce
related activities.”

Perceived enjoyment

According to (Davis, Bagozzi, & Warshaw (1992)), “Perceived enjoyment is an intrinsic

motivation that system use is perceived to be enjoyable in its own right”.

According to (Carr et. Al. (2001)), “Perceived enjoyment can be defined as the levels of
satisfaction that consumer feel during online purchase on a particular website in term of the
ability to bring them happiness, while excluding the performance that they will experience”.

According to (Davis, Bagozzi, & Warshaw, (1992)) “Perceived enjoyment is defined as the
degree to which the activity of using technology is perceived to be enjoyable in its own right,
apart from any performance consequences that may be anticipated”.

According to (Zeithaml, 1988, Wood and Scheer, (1996)) “Perceived enjoyment is defined
as “consumers’ overall assessment of the utility of a attract (product or service) based on
perceptions of what is received and what is given” which reflects the trade-off between
perceived benefit and perceived risk. Perceived enjoyment is related to the benefits users
obtain from the attract, while perceived risk refers to the costs incurred to obtain the attract
the customer.”

According to Alba, Anderson, Dholakia (2003), “The perceptions of interactivity components

on customer trust and transaction intentions in MC environment through developing
comprehensive model and employing large sample empirical test.”

Personalization

According to (Bonett (2001) & Germanakos et Al. (2008)), “Personalization is sometimes

referred to as one-to-one marketing, because the Webpage is tailored to specifically target
each individual consumer. Personalization involves a process of gathering user-information
during interaction with the user, which is then used to provide appropriate assistance or
services, tailor-made to the user’s needs”

According to (Tam and Ho, 2006), “The personalization has a higher level of automation
would mean that customers would base their purchase decisions on the quality and
performance of the personalization system instead of their own configurations of the
personalization. Second, user-driven personalization is among the most widely deployed
personalization strategies on the web”.

According to (Tam & Ho (2006)), “Personalization allows businesses to tailor their offerings
to the needs and tastes of the individual customer by collecting data in various forms and by
adapting the website according to agree on a continuum of automation, ranging from explicit
tailoring by the user to a fully automated system that relies on anonymous usage data.”

According to Pine and Gilmore, (1999) Personalization is defined as “customizing some

important attributes of a product or service and offering it online at price that is almost the
same as or somewhat higher than that of a comparable standardized product”.

According to (Von Hippel 1998) “Personalization defined customers can select levels of
various product attributes to create the customized products assembled on the basis of their
own preferences, emphasizes the importance of customer involvement in designing products,
noting that the customer has the best understanding of his or her needs. Another ingredient is
differentiation since the final product differs from the standard version. Personalization can
thus enhance customer perceived value by increasing the value of the bundle of benefits the
customer receives from the product or service”
 According to (Pine and Gilmore, 1999) “Personalization is to provide what a particular
customer wants by transforming a standard product into a specialized solution for that
individual”.

According to (Schiaffino, Amandi, 2004 & Nelson, 2008). “Personalization is the process of
tailoring pages to individual users’ characteristics or performances on a website.
Personalization is used to enhance e-commerce sales and consumer relationship management.
Personalization is sometimes referred to as one-to-one marketing, because a website can be
tailored to specifically target each individual consumer”

According to (Phelps, Novak, & Ferrell, 2000; Sheehan & Hoy, 2000). “Personalisation also
triggers customer privacy concerns because it inherently requires the collection of personal
customer information (Andrade, Kaltcheva, & Weitz, 2002). While appreciating personalised
services, customers suspect that their private information is being collected and tracked
without their knowledge”.

According to (Alatalo & Siponen, 2001) “Personalisation is a widely-accepted marketing

strategy in e-commerce that enables marketing and communications professionals to deliver
targeted messages to specific audiences, increasing positive feelings about interactions with
service providers”

Identification

According to (Stryker & Burke, 2000) “Identification plays an important role in people’s
behaviour’s in that “internalized role expectations” provide a guideline for interpreting life
experiences an individual may develop one or multiple identities based on the types of roles
in which they find themselves, indicated that identification is an antecedent of attitude
importance.

According Farquhar (1989), “Identification a used to brand their bricks as Identification as

they guarantee quality to customer. Customer adds value to sale of product which ultimately
in financial sense called asset. According to Lisa wood Sheffield University UK (2000) the
term brand equity defined the relationship between customer and branded product.”

According to (kia 2012 and as cited in aker,1991) “The identification and measurement of its
main dimension will be useful, but it should not be forgotten that perceived is a general
perception is useful for creating competitive advantages.”
Brand equity

(Aaker, 1991) “According to brand equity defined that “Existing marketing studies have
pointed out the importance of developing brand equity in aiding corporate success, as it can
make points of differentiation that lead to competitive advantages based on nonprice
competition.”

According (De Chernatony et al., 2006) “The term “brand” refers to a combination of names,
signs, symbols, and designs through which customers can identify the offerings of a specific
company and distinguish these offerings from those of competitors (American Marketing
Association, 1960). A brand can be considered as a cluster of functional and emotional values
which are unique and can provide customers with favorable experience.”

According to (Yoo et al., 2000 & Keller, 1993; Rangaswamy et al., 1993) “Brand equity is
generally defined as the marketing effects, or the value added to the product, specifically
attributable to the brand. In other words, brand equity is the difference between the utility of
the substantial attributes of a focal branded product and the total utility of the brand.”

According to Farquhar (1989) “Brand equity is a highly complex concept that has been
defined in many ways. the bottom line of most definitions lies in the concept of “added
value” given to a product by a brand.”

According to Adam (2007) “brand equity refers to a value premium that company generates
from product with a recognizable name when compare to generic equivalent. Mass marketing
campaigns also help to create brand equity”

1.2 Review of literature

Usability

Susy S. Chan and Shuang Xu (2002) Found out pertaining to user tasks, content presentation,
search, navigation systems, and the design constraints imposed by form factors and examines
research implications for wireless interface design and the study has enabled to identify many issues
surrounding the current implementation of wireless solutions for mobile consumers. All these
solutions were designed primarily to support existing customers or subscribers. Through the wireless
channel, these users can continue accessing a small set of Internet services and content available at
the regular sites

Susy S. Chan and Shuang Xu (2002). Usability for mobile commerce across multiple form
factors. Journal of electronic commerce research, vol. 3, no. 3,
The factors influence on m-commerce from a usability perspective and different usability
customer when performing mobile commerce. This survey showed that many of the
respondents believed that the small screen size of the mobile phones was a challenge when
shopping through the phone. The results show the importance for retail companies to be
aware of the distinct features of the mobile phones, when developing applications for
commercial purposes to succeed in good usability in applications for the companies’
customers.

Aida. licina, Hannah. Radtke, charlotte. Johansson (2018) usability in m-commerce. Fall
2017: 2018kani 04,31-34

The researcher identifies the impact of relationship between usability on purchase intention in
Company. usability that directly give positive impact on purchase intention are readability,
telepresence, and credibility. Usability that indirectly give positive influence are simplicity,
consistency, and interactivity.

Perdana. R A and Suzianti. A (2015-2017) “Analysis of usability factors affecting purchase

intention in online e-commerce sites.” (The International Conference on Information
Technology and Digital Applications), pp5.

The determination to among the effect of usability elements on customers’ trust to use m-
commerce. A total 20 users were invited to use this, through many series of activities to help
and understand their behaviour through the direct interaction. The descriptive in brief that
most participants in usability element in mobile commerce would their trust to use it. This
was explained by usability characteristics in terms of navigability, readability, creditability,
and content relevant. A supportability of mobile app had effect on customers trust.

Hussain. Azham Bin, Mahmood. Alaa Thamer, Naser. Raed Kamil (2017) The Effect of M-
Commerce Design Usability on Customers’ Trust.The 2nd International Conference on
Applied Science and Technology 2017 (ICAST’17). PG 1-16.

Perceived enjoyment

The purpose is to understand the factors that affect Blog continuance intention we modify
ECT model with perceived enjoyment and integrated user involvement. The integrated model
record 65 percent of the satisfaction and 57 percent of continuance intention. The enjoyment
is positively associated with satisfaction and continuance intention. Perceived enjoyment is a
salient predictor either in a context of a web portal or Blog satisfaction and continuance
intention. The direct and indirect effects of perceived enjoyment on continuance intention are
nearly the same (0.15) and (0.22).

Shiau. Wen-Lung and Luo. Margaret Meiling (2010). “The impact of Perceived Enjoyment
and User Involvement, the Pacific Asia Conference on Information Systems (PACIS)
(2010)”.PG 864.

This study examined the influence of perceived enjoyment on pre-service teachers’ intention
to use technology, in addition to re-appraising the role of attitude toward use in the
Technology Acceptance Mode. One hundred and fifty-three participants completed a survey
questionnaire measuring their responses to five constructs from a research model that was
developed specifically for the study. perceived enjoyment is a significant variable concerning
perceived usefulness, perceived ease of use, and intention to use technology, studies could be
conducted to establish the dimensionality of perceived enjoyment. Current research has
treated perceived enjoyment as both a unidimensional and multidimensional construct.
Further research into the dimensionality of perceived enjoyment should reveal insights
pertaining to pre-service teacher’ intention to use technology.

Teo. PH. D Timothy. An assessment of the influence of perceived enjoyment and attitude on
the intention to use technology, Computers & Education, 57(2), 1645–1653.pg (16-36)

Perceived usefulness was not a significant factor in determining the intention to shop online.
This paper explores the relationship between the three beliefs about online shopping
perceived usefulness, perceived ease of use and perceived enjoyment and intention to shop
online. A sample of 150 respondents was selected using a purposive sampling method
whereby the respondents have to be Internet users to be included in the survey Perceived ease
of use and perceived enjoyment have been shown to have a positive impact on the motive of
online shopping. This suggests that the ease of use of the technology and the degree to which
the customer is satisfied with the online shopping experience are crucial in predicting the
intent of the potential e-shopper. This is supported by that perceived enjoyment was found to
be related to the shopper’s messaging, browsing and purchasing activities. More importantly,
the greater impact of perceived enjoyment that the intention to shop online pivots on creating
a web interface that is easy to be used.

T. Ramayah and Ignatius. Joshua. “Impact of Perceived usefulness, Perceived ease of use and
Perceived Enjoyment on Intention to shop online.” (2003). (International Journal of
management Science), 27, 25-37.pg 12.

The findings of this study show the effects of enjoyment and anxiety on integrity as well as
ability dimensions of e-trust. The model and results show that, in addition to the direct effects
of enjoyment and anxiety on e-trust, there are partial mediating effects of affect in the
relationship between perceived Web quality with service contents and e-trust. Specifically,
the mediation effects of enjoyment and anxiety on integrity as well as ability dimensions of e-
trust Hwang. Yujong and Kim. Dan J. (2007), The effects of perceived Web quality with
service contents on enjoyment. Decision Support Systems 43 (2007) 746–760, pg. 757.

Personalization

This study set out to understand how customers respond to personalised services and privacy
assurance practices of travel Web sites. Our findings show that enhancing privacy assurance
increases the perceived usefulness of services and decreases customer privacy concerns.
customer behavioural responses are positively related to the perceived usefulness of services
and negatively associated with privacy concerns. However, despite the positive effects on
perceived usefulness and purchase intentions, personalisation has no effect on privacy
concerns and intentions to disclose personal information.

Lee. Chung Hun and Cranage. David A. (2010) The effects of personalisation and privacy
assurance on customer. www.elsevier.com/locate/tourman(2010).(991)pg.

The measure of dependent variables is a purchase intensity, on a positive interaction between

the personalization factor and the behavioral factor to be used. The growth in customized
apps resulted in an improvement in behavioural factors (intensity of order and ability to use).
The impact of the customized apps on the consumer's purchasing rate was opposed to that of
the privacy-related features. Our results show a mild and clear influence of personalization
and privacy on the positive attitude of the customer towards the company's website, which in
turn has a strong impact on the purchasing plan.
Lee. Jungkook and Xinran. Lehto (2010) “E-personalization and online privacy features”,
Journal of Management and Marketing Research, (2010),1-14.

The Results show that solitary personalization includes that enable the clients to always
adjust the substance to their needs yield a huge increment in buy goal. Moreover,
advantageous structure personalization may even diminish clients' goals to buy. Aftereffects
of a post-hoc study with industry specialists affirm the viable commitment of our
examination, exhibiting that a portion of our key discoveries are nonsensical to experts. Our
discoveries add to the writing on web personalization and media the board by tentatively
exhibiting the worth include of various degrees of personalization and by uncovering
irrational ramifications for the media business.

Thies. Ferdinand and Wessel. Michael (2015), “THE EFFECTS OF PERSONALIZATION

ON PURCHASE INTENTIONS”, Journal of Twenty-Third European Conference on
Information Systems, vol 18,1-16.

Purchase intention

The Results show that satisfaction significantly and positively affects users’ purchase
intention in social commerce context. In addition, utilitarian, hedonic and social values have
significant and positive impacts on satisfaction and purchase intention; and utilitarian value is
found to be the most salient factor influencing purchase intention, while hedonic value has
the greatest effect on satisfaction. Moreover, perceived risk significantly and negatively
affects satisfaction.

C.Gan and W. wang (2017) “The influence of perceived value on purchase intention in social
commerce” Internet Research © Emerald Publishing Limited Vol. 27 No. 4, 2017 pp. 772-
785

The results indicate that the mobile service attributes of personalization, identifiability,
usability and perceived enjoyment have significant positive influences on the key brand
equity factors, that results confirm the significance of all four of the brand equity factors in
interpreting consumer purchase intention in the context of mobile value-added service
consumption.

Noronha. Ajay Kaushik and Rao. Potti Srinivas (2017), “Effect of Website Quality on
Customer Satisfaction and Purchase Intention”, The Journal of Marketing management, 2017,
7(5): 168-173.
The results suggest that self -identity influences purchase intention in two distinct ways:
directly, independently from the other behaviours determinants; and indirectly, through
attitudes, and specifically through those behavioural beliefs rerated to the schemata with
which self-identity has been defined.

Puntoni. Stefano (2001), “Self-identity and purchase intention”, European advances in

consumer Research volume 5, (2001),130-134.

In this study the four identified factors, which influence website quality, information quality
and customer satisfaction significantly affect customer satisfaction. It is also evident that
customer satisfaction leads to purchase intention. This study reviewed the various theories
that are specific to psychosocial constructs that influence consumption activity such as
behavioral characteristics related to personal values, identity, attitudes, satisfaction, product
attributes, and intention. In this study customer satisfaction strongly affected purchase
intention thus supporting our observations. investigated the effect of beliefs towards e-service
quality on customer satisfaction and found that it significantly affected purchase intention.
This present study was limited to the age group of 18-40 years. This study suggests that
consumer intentions to purchase athletic team merchandise is significantly affected by
various factors including personal values, team identification, brand/product attitude, product
attributes, previous purchase, expectancy, and satisfaction.

Lee. Donghun and Trail. Galen T. (2003), “Exploring Factors that Affect Purchase Intention
of Athletic Team Merchandise”, Journal of Research Athletic Team Merchandise volume 8,
issue 1,40-48.

The main purpose of this study is to study the factors affecting on the purchase intention of
Bono brand tile. In this study, we examine the five factors of brand name, product quality,
price, packaging and advertising as independent variables on customers’ purchase intention.
The results of this study indicated that this hypothesis is supported. The studies have
investigated the impact of brand image, brand awareness, personalization, brand equity on
customers’ purchase intention that indicates the impact of these factors on customers’
purchase intention

Mirabi. DR. V. and Akbariyeh. Hamid (2015) “A Study of Factors Affecting on Customers
Purchase Intention”, Journal of Multidisciplinary Engineering Science and Technology
(JMEST) Vol. 2 Issue 1, January – 2015,267-273.
Brand equity

The results indicate that the mobile service attributes of personalization, identifiability, and
perceived enjoyment have significant positive influences on the key brand equity factors,
including brand loyalty, perceived quality, brand awareness, and brand associations.
Additionally, the results confirm the significance of all four of the brand equity factors in
interpreting consumer purchase intention in the context of mobile value-added service
consumption.

Wang. Wei-Tsong and Li. Hui-Min (2010) “Factors influencing mobile services adoption: a
brand-equity perspective”, Journal of Marketing, Vol. 60 No. 2,142-179.

The finding of Results showed that country of origin image had a positive and significant
effect on components of brand equity, brand strength, brand awareness, derived from factor
analysis conducted on brand equity components. The result also showed that country of
origin image of branded generics significantly, but indirectly affected brand equity through
the mediating variables, brand strength and brand awareness.

Nath. Shamindra Sanyal and Datta. Saroj Kumar (2011) “The effect of country of origin on
brand equity”, Journal of Product & Brand Management 20/2 (2011) 130–140.

The results indicate that text messaging has a significant positive impact on brand awareness
and perceived quality. SMS marketing is found to have a significant positive impact on brand
awareness and perceived quality. Personalized, interactive, and general messages are
effective for building brand awareness, and personalized messages positively influence
perceived quality. With the right choice of message, explicit permission enhances the effects
of SMS marketing on brand association.

Ba. Khang Do and Smutkupt. Phumisak (2012) “Mobile marketing and consumer perceptions
of brand equity”, Asia Pacific Journal of Marketing and Logistics, Vol. 24 Iss: 4 pp. 539 –
560

The conceptual model for this study is based on theoretical contributions from the brand
equity area, findings about the brand loyalty dimension and its application to destinations. the
dimensions of awareness, quality, and loyalty should also be examined. The concept of brand
equity was tested on two Slovenian markets. Results reveal that brand equity differed
between the markets according to their evaluation of brand dimensions were employed in
operationalizing the variables for loyalty, which were classified as behavioral and attitudinal.
Konecnik. Maja and Gartner. William c. (2007) “customer-based brand equity for a
destination”, annals of tourism research, vol. 34, no. 2, pp. 400–421.

The finding is consistent with prior research looking at the influence of familiarity and brand
equity on trusting beliefs. This studies to look at the impact of a new brand name on trusting
beliefs and provides significant evidences that a new brand name that connotes
trustworthiness can have a significant and lasting impact on trusting beliefs.

Paradice. David B. and Stoecklin-Serino. Catharina M. (2009) “An Examination of the

impact of brand equity, security, and personalization on trust”, Journal of Organizational and
End user Computing ,21(1),1-36, Jan-Mar 2009.

Identifiability

The results indicate that the mobile service attributes of personalization, identifiability, and
perceived enjoyment have significant positive influences on the brand equity factors,
including brand loyalty, perceived quality, brand awareness, and brand associations.
Additionally, the results confirm the significance of all four of the brand equity factors in
interpreting consumer purchase intention in the context of mobile value-added service
consumption.

Wang. Wei-Tsong and Li. Hui-Min (2010) “Factors influencing mobile services adoption: a
brand-equity perspective” Internet Research Vol. 22 No. 2, 2012 pp. 142-179.

1.3 RATIONALE

M-Commerce has a very promising future as these days as time is a constraint for today’s
customers, they have spontaneous needs, they have higher entertainment needs etc. all this
increases the use of m-commerce. Researches have been carried out to know the importance
of m-commerce but none of the researches have tried to identify the impact of m-commerce
on brand equity along with purchase intention. This study will develop a model having m-
commerce as independent variable, brand equity as mediating variable and purchase intention
as dependent variable.
M-commerce attributes the shaping of consumer attitudes via the development of key brand
equity components and their ability to induce positive purchase intentions, which can
significantly increase revenue and enable sustainable development for m-service providers,
are all important issues. Consequently, mobile value-added services are chosen as an
illustrative empirical setting in this study. The research results will provide insights into how
m-services may increase brand equity and in turn increase purchase intention.

1.4 OBJECTIVE

1. To standardizing questionnaires on identifiability, usability, perceived enjoyment,

personalization, brand equity and purchase intention.
2. To identify impact of identifiability, usability, perceived enjoyment, personalization,
and brand equity.
3. To identify impact of identifiability, usability, perceived enjoyment, personalization,
and purchase intention.
4. To developed a model.
5. To identify new area for further research.
 CHAPTER 2

Research methodology

2.1 the study: the study will be causal in nature with survey method being used to collect the
data.

2.2 sample design:

2.2.1 population: population will include customer who are using m-commerce facility.
2.2.2 sample size: sample size will include 300 customers

2.2.3 sampling techniques: non- probability, purposive sampling will be used for data
correction.

2.2.4 sample elements: individual customer will be the sample element.

2.3 tools used for data collection

Standardized questionnaire purposed by wang and li (2012) of the study will be used for data
collection

2.4 data analysis

2.4.1 reliability CRONBACH’S alpha reliability test will be used to check the reliability and
item to item correlation of the quesonnaire

2.4.2 factor analysis principle component factor analysis with the varimax rotation will be
applied to identify underlined factors of the questionnaire.

2.4.3 CFA confirmatory factor analysis will be applied to confirm factor obtained through
(EFA) exploratory factor analysis

2.4.4 structural equation modelling through using AMOS will be applied to the test model as
well as to identify impact of independent variable and dependent variable.

References

 Wang. Wei-Tsong and Li. Hui-Min (2010) “Factors influencing mobile services
adoption: a brand-equity perspective” Internet Research Vol. 22 No. 2, 2012 pp. 142-
179.
 Paradice. David B. and Stoecklin-Serino. Catharina M. (2009) “An Examination of
the impact of brand equity, security, and personalization on trust”, Journal of
Organizational and End user Computing ,21(1),1-36, Jan-Mar 2009.
 Konecnik. Maja and Gartner. William c. (2007) “customer-based brand equity for a
destination”, annals of tourism research, vol. 34, no. 2, pp. 400–421.
 Ba. Khang Do and Smutkupt. Phumisak (2012) “Mobile marketing and consumer
perceptions of brand equity”, Asia Pacific Journal of Marketing and Logistics, Vol. 24
Iss: 4 pp. 539 – 560
 Nath. Shamindra Sanyal and Datta. Saroj Kumar (2011) “The effect of country of
origin on brand equity”, Journal of Product & Brand Management 20/2 (2011) 130–
140.
 Wang. Wei-Tsong and Li. Hui-Min (2010) “Factors influencing mobile services
adoption: a brand-equity perspective”, Journal of Marketing, Vol. 60 No. 2,142-179.
 Mirabi. DR. V. and Akbariyeh. Hamid (2015) “A Study of Factors Affecting on
Customers Purchase Intention”, Journal of Multidisciplinary Engineering Science and
Technology (JMEST) Vol. 2 Issue 1, January – 2015,267-273.
 Lee. Donghun and Trail. Galen T. (2003), “Exploring Factors that Affect Purchase
Intention of Athletic Team Merchandise”, Journal of Research Athletic Team
Merchandise volume 8, issue 1,40-48.
 Puntoni. Stefano (2001), “Self-identity and purchase intention”, European advances in
consumer Research volume 5, (2001),130-134.
 Noronha. Ajay Kaushik and Rao. Potti Srinivas (2017), “Effect of Website Quality on
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