E-Retail Adoption in Emerging Markets-Reference-Cited by-同舟云学术

E-Retail Adoption in Emerging Markets

Published:2018 Issue: Volume: Page:40-67
ISSN:2327-350X
Container-title:Entrepreneurship, Collaboration, and Innovation in the Modern Business Era
language:
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Author:

Kumar Amresh¹,Sikdar Pallab²,Alam Md. Moddassir³

Affiliation:

1. Symbiosis International University, India

2. Bharatiya Vidya Bhavan's Usha and Lakshmi Mittal Institute of Management, India

3. Birla Institute of Technology Mesra - Noida, India

Abstract

A five-factor e-shopping adoption model grounded upon TAM and an additional dimension of “trust” have been tested through confirmatory factor analysis (CFA). A structured instrument has been administered as part of survey to 600 eligible respondents comprising of online shoppers. A total of 539 shoppers spread across national zones, age, and gender groups constituted the final sample. Perceived usefulness (PU), perceived ease of use (PEOU), trust, intention to use (ITU), and attitude towards use (ATU) are reliable and valid factors predicting e-shopping adoption. PU and PEOU along with trust bear significant causation towards ATU. ATU serves as strong predictor of ITU, while PEOU determines PU as well. Further, ATU partially mediates PU and ITU relationship. This chapter highlights the applicability of modified TAM framework in predicting the inclination of emerging market consumers to embrace online shopping mediums scantly represented in extant literature.

Publisher

IGI Global

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