Impact of Consumer Internet Self-Efficacy and User Friendliness of Websites on E-Commerce Adoption

Abstract

The e-commerce market has grown tremendously in India over the last few years across all product categories and industry verticals. In this chapter, an attempt has been made to identify and explore the two factors that influence the success of adoption of e-commerce by apparel selling firms in India. The explored factors are the consumer internet self-efficacy (derived from compatibility) and user friendliness of websites (derived from trialability). Further, relationship between the factors and their influence on the successful adoption of e-commerce has been analysed through structured equation modelling (SEM) technique. Thus, this research study adds on to earlier research studies pertaining to innovation and diffusion theory. The findings will be helpful for the decision makers and managers in recognizing the most important circumstances under which the apparel selling firms will go for e-commerce adoption.