IMPACT OF CONSUMER PERCEPTION ON M-COMMERCE ADOPTION IN MARKETING STRATEGIES (WITH SPECIAL REFERENCE TO CHENNAI CITY)
  https://doi.org/10.65725/JCMCE/2/3/003
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 2 Issue 3, July -September 2026

Abstract:
Mobile commerce (M-Commerce) refers to commercial transactions conducted through mobile devices such as smartphones, tablets, and other wireless handheld devices using mobile internet. It is considered a subset of electronic commerce (E-Commerce) that allows consumers to browse, compare, and purchase products or services through mobile applications and mobile-optimized websites. With the rapid growth of smartphone usage, high-speed internet connectivity, and digital payment systems, M-Commerce has become a crucial component of modern marketing strategies.

In recent years, the global business environment has witnessed a significant shift toward mobile-based consumer interactions. Consumers increasingly prefer mobile platforms because they offer convenience, accessibility, and faster transaction processes. Mobile devices allow users to shop anytime and anywhere, making M-Commerce an attractive option for both consumers and businesses. As a result, companies are integrating mobile technology into their marketing strategies to enhance customer engagement, improve user experience, and increase sales.

Consumer perception plays an important role in the adoption and success of M-Commerce. Consumer perception refers to how individuals interpret and evaluate mobile commerce services based on their experiences, expectations, and attitudes. Several factors influence consumer perception, including ease of use, perceived usefulness, trust, security, convenience, and personalization of services. If consumers perceive mobile commerce platforms as reliable, secure, and user-friendly, they are more likely to engage in mobile shopping and develop long-term loyalty toward the brand.

From a marketing strategy perspective, M-Commerce enables businesses to deliver personalized promotions, targeted advertisements, and location-based marketing messages directly to consumers’ mobile devices. Companies can use mobile applications, push notifications, and social media integration to communicate with customers more effectively and create a seamless shopping experience. These strategies help organizations build stronger relationships with consumers and gain a competitive advantage in the digital marketplace.

Authors: Mr.M.Shankar, Dr.N.Thilagavathy 

Keywords: M-Commerce, push notifications, advertisements.