Mobile Commerce Adoption And Its Influence On Digital Consumer Engagement
Keywords:
mobile commerce1; digital consumer engagement2; technology adoption3; perceived trust4; personalisation5; consumer behaviour6; moderated regression analysis7.Abstract
Mobile commerce has become the principal interface through which consumers discover, evaluate and purchase
goods and services. This paper empirically investigates how the adoption of mobile commerce influences digital
consumer engagement, using survey data from 512 smartphone users in Bhopal, India, collected between January
and March 2026. The study integrates the Technology Acceptance Model and the Unified Theory of Acceptance
and Use of Technology 2 into a framework in which perceived usefulness, perceived ease of use, perceived trust,
personalisation quality, social influence and facilitating conditions determine adoption, and adoption in turn
predicts digital consumer engagement, defined through interaction, co-creation, advocacy and repeat purchase.
A structured questionnaire of 32 seven-point Likert items was administered online and offline; reliability and
validity were established through Cronbach's alpha, composite reliability and average variance extracted, and
hypotheses were tested using correlation, ordinary least squares regression, bootstrap mediation and moderated
regression. Determinants explain 68.4 per cent of the variance in adoption (R-squared = 0.684); adoption
intensity correlates strongly with engagement (r = 0.639; beta = 0.712, p < 0.001); and perceived trust and
personalisation quality exert the strongest influence on engagement (beta = 0.312 and beta = 0.287, p < 0.001).
Adoption maturity moderates the adoption-engagement relationship (delta R-squared = 0.037, p < 0.001). The
study concludes that mobile commerce adoption should be treated as a strategic engagement asset rather than a
purely transactional capability, with implications for platform design, trust architecture and digital policy.
