Factors influencing adoption of e-services in rural India – perspectives of consumers and service providers

Abstract

Purpose This paper aims to explore the consumers’ and service-providers’ perspectives on the factors influencing adoption of e-services in rural India. The purpose is to enable better diffusion of technology for societal development in this digital era. Design/methodology/approach Using qualitative-based multiple-participant interviews, this study explores the factors affecting e-service adoption from two different perspectives. While interviews were conducted in five villages with 14 respondents to find out the perspectives of the consumers, this study also explores the service-providers’ perspectives through interviews conducted among 11 managerial respondents. Findings Catering to personal needs, improving perceived usefulness, value-added options, data analytics for better understanding customers and improving service delivery of the e-service are the major factors identified by the service-providers. The study also concludes that convenience, compatibility, societal influence and availability of value-added addition of the e-service are decisive in e-service adoption from the perspectives of the consumers. Research limitations/implications The first limitation of this research is that there can be common method bias. Second, there were overlapping themes. Practical implications This study can help researchers working on the adoption of e-services in under-developed/developing countries. The findings of this study may help industries to focus on the determinants while designing the e-services for improving their rate of adoption. Social implications This study will help in better diffusion of e-services in rural areas, which in turn will help in societal development in this digital era. Originality/value The focus is on societal development through the adoption of e-services in rural areas. To the best of the knowledge of the researchers, no qualitative study has been performed to capture the perspectives of both the service-providers and the consumers on the adoption of e-services in India.