Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India
Authors: Misra, R., Mahajan, R., Singh, N., Khorana, S. and Rana, N.P.
Journal: Electronic Markets
Volume: 32
Issue: 3
Pages: 1639-1660
eISSN: 1422-8890
ISSN: 1019-6781
DOI: 10.1007/s12525-022-00578-4
Abstract:The pandemic has accelerated e-commerce adoption for both consumers and sellers. This study aims to identify factors critical to the adoption of electronic markets (EM) during the pandemic, from the perspective of small sellers in non-metro cities. The research design utilizes core dimensions of the UTAUT model and selected constructs from protection motivation theory; since business closure vulnerability also triggers electronic market adoption. A questionnaire survey method was used to collect data from 150 sellers from tier-II/III cities of India. Study results identified performance expectancy, effort expectancy, social influence and perceived vulnerability as significant determinants of behavioural intention towards adoption of EM. The findings also explain the moderating impact of sellers' awareness of information technology and merchants’ age on behavioural outcomes. Given the growing demands from such cities, the research offers insights for marketers to understand the bottlenecks and ways to motivate small sellers to get associated with EMs.
https://eprints.bournemouth.ac.uk/37930/
Source: Scopus
Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India.
Authors: Misra, R., Mahajan, R., Singh, N., Khorana, S. and Rana, N.P.
Journal: Electron Mark
Volume: 32
Issue: 3
Pages: 1639-1660
eISSN: 1422-8890
DOI: 10.1007/s12525-022-00578-4
Abstract:The pandemic has accelerated e-commerce adoption for both consumers and sellers. This study aims to identify factors critical to the adoption of electronic markets (EM) during the pandemic, from the perspective of small sellers in non-metro cities. The research design utilizes core dimensions of the UTAUT model and selected constructs from protection motivation theory; since business closure vulnerability also triggers electronic market adoption. A questionnaire survey method was used to collect data from 150 sellers from tier-II/III cities of India. Study results identified performance expectancy, effort expectancy, social influence and perceived vulnerability as significant determinants of behavioural intention towards adoption of EM. The findings also explain the moderating impact of sellers' awareness of information technology and merchants' age on behavioural outcomes. Given the growing demands from such cities, the research offers insights for marketers to understand the bottlenecks and ways to motivate small sellers to get associated with EMs.
https://eprints.bournemouth.ac.uk/37930/
Source: PubMed
Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India
Authors: Misra, R., Mahajan, R., Singh, N., Khorana, S. and Rana, N.P.
Journal: ELECTRONIC MARKETS
Volume: 32
Issue: 3
Pages: 1639-1660
eISSN: 1422-8890
ISSN: 1019-6781
DOI: 10.1007/s12525-022-00578-4
https://eprints.bournemouth.ac.uk/37930/
Source: Web of Science (Lite)
Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India.
Authors: Misra, R., Mahajan, R., Singh, N., Khorana, S. and Rana, N.P.
Journal: Electronic markets
Volume: 32
Issue: 3
Pages: 1639-1660
eISSN: 1422-8890
ISSN: 1019-6781
DOI: 10.1007/s12525-022-00578-4
Abstract:The pandemic has accelerated e-commerce adoption for both consumers and sellers. This study aims to identify factors critical to the adoption of electronic markets (EM) during the pandemic, from the perspective of small sellers in non-metro cities. The research design utilizes core dimensions of the UTAUT model and selected constructs from protection motivation theory; since business closure vulnerability also triggers electronic market adoption. A questionnaire survey method was used to collect data from 150 sellers from tier-II/III cities of India. Study results identified performance expectancy, effort expectancy, social influence and perceived vulnerability as significant determinants of behavioural intention towards adoption of EM. The findings also explain the moderating impact of sellers' awareness of information technology and merchants' age on behavioural outcomes. Given the growing demands from such cities, the research offers insights for marketers to understand the bottlenecks and ways to motivate small sellers to get associated with EMs.
https://eprints.bournemouth.ac.uk/37930/
Source: Europe PubMed Central
Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India
Authors: Misra, R., Mahajan, R., Singh, N., Khorana, S. and Rana, N.P.
Journal: Electronic Markets – The International Journal of Networked Business
Volume: 32
Issue: 3
Pages: 1639-1660
ISSN: 1019-6781
Abstract:The pandemic has accelerated e-commerce adoption for both consumers and sellers. This study aims to identify factors critical to the adoption of electronic markets (EM) during the pandemic, from the perspective of small sellers in non-metro cities. The research design utilizes core dimensions of the UTAUT model and selected constructs from protection motivation theory; since business closure vulnerability also triggers electronic market adoption. A questionnaire survey method was used to collect data from 150 sellers from tier-II/III cities of India. Study results identified performance expectancy, effort expectancy, social influence and perceived vulnerability as significant determinants of behavioural intention towards adoption of EM. The findings also explain the moderating impact of sellers' awareness of information technology and merchants’ age on behavioural outcomes. Given the growing demands from such cities, the research offers insights for marketers to understand the bottlenecks and ways to motivate small sellers to get associated with EMs.
https://eprints.bournemouth.ac.uk/37930/
Source: BURO EPrints