Mobile-First Commerce and Technology Adoption Patterns among Female Undergraduate Students: Evidence from Semi-Urban India

Description

Rashika and Yuvraj Chahar (Department of Commerce, School of Commerce & Management, Om Sterling Global University, Hisar, Haryana)

This study examines technology adoption patterns and mobile commerce preferences among female undergraduate students in semi-urban India, addressing the critical gap in understanding digital commerce evolution in emerging markets. A quantitative survey methodology was employed with 400 female undergraduate students from Bhiwani District, Haryana, India. Data were collected using validated scales measuring technology adoption, device preferences, and payment system usage patterns. Statistical analysis included descriptive statistics, correlation analysis, and comparative analysis across demographic groups. The results reveal pronounced mobile-first commerce adoption, with 86.2% of respondents incorporating mobile devices in their shopping ecosystem and 58.0% expressing exclusive mobile preference. Secure payment systems demonstrated highest adoption (M=4.065), while UPI/digital wallets achieved plurality preference (40.8%). Technology adoption patterns showed independence across dimensions, challenging unified adoption models. Significant urban-rural variations emerged in technology preferences, with urban respondents favouring secure payments while rural participants showed higher chatbot engagement. The findings inform e-commerce platform development strategies, emphasizing mobile optimization, contemporary payment system integration, and context-sensitive technology implementation. Results suggest technology leapfrogging phenomena in emerging markets, with implications for digital infrastructure investment and user experience design.