DIGITAL LITERACY AND ITS IMPACT ON CONSUMER BEHAVIOUR TOWARDS M- COMMERCE ADOPTION IN INDIA: A STUDY

Abstract

This research paper examines the relationship between digital literacy and the adoption of mobile commerce (m-commerce) in India, utilizing secondary data sources. As the digital economy expands, understanding the factors influencing m-commerce adoption is crucial. This study explores current levels of digital literacy in India, the growth of m-commerce, and the barriers to wider adoption. The findings indicate a strong correlation between digital literacy and m-commerce usage, highlighting the need for targeted digital literacy programs to enhance consumer engagement in the digital marketplace.