Journal Press India^®

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The rapid proliferation of smartphones and mobile applications has fundamentally transformed online shopping dynamics, particularly in regions like Karnataka, a key contributor to India’s burgeoning digital economy. This study investigates the value-centric drivers influencing online consumer behaviour through mobile commerce platforms in Karnataka. Despite high digital penetration and widespread mobile usage, businesses continue to struggle in aligning their offerings with the nuanced value expectations of mobile consumers. The research addresses this gap by examining how specific value dimensions such as product features, personalization, trust, service responsiveness, social influence, psychological aspects, and purchase intention impact overall mobile commerce behaviour.

Using a non-probability snowball sampling method, data were collected from 300 respondents meeting the inclusion criterion of being 18 years or older and active in mobile commerce. A 50-item structured questionnaire was administered, and reliability analysis confirmed excellent internal consistency (Cronbach’s α = .960), validating the robustness of the scale.

A multiple linear regression analysis was conducted to determine the effect of seven independent variables—Psychological factor (PF_AVG), Purchase intention (PI_AVG), Social factors (SFO3_AVG), Technological-related factors (TRFO3_AVG), Product- related factors (PRF_AVG), Psychological factor objective (PFO3_AVG), and service-related factor (SRF_AVG)—on the dependent variable representing value-centric online purchase behavior (DVO3_AVG).

The regression model was statistically significant, explaining 80.5% of the variance in the dependent variable (R² = .805, Adjusted R² = .800, F(7, 292) = 171.88, p < .001). Among the predictors, purchase intention (PI_AVG) and product features (PF_AVG) emerged as the strongest positive contributors to mobile commerce behavior, indicating the central role of user-centric design and intent to purchase. Conversely, psychological-related factors (PRF_AVG) and psychological factor objective (PFO3_AVG) showed significant negative effects, suggesting that barriers such as anxiety or financial concerns deter online engagement. psychological factor (SRF_AVG) did not show a statistically significant impact on consumer behavior in this context.

These findings underscore the importance of aligning mobile commerce strategies with the specific value perceptions and psychological motivations of consumers. By mapping these relationships, the study provides actionable insights for retailers, mobile app developers, and digital marketers aiming to enhance consumer satisfaction and drive loyalty in the competitive mobile commerce landscape of Karnataka.

Keywords

Mobile Commerce, Consumer Values, Purchase Intention, Product Features, Trust, Psychological Factors, Karnataka, Regression Analysis, Value-Centric Behaviour

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