How a Successful Implementation and Sustainable Growth of e-Commerce can be Achieved in Developing Countries; a Pathway Towards Green Economy

Abstract

Apart from the goal of the digital world and other benefits of e-commerce, it becomes the need of time during this COVID-19 pandemic. Successful implementation and sustainable growth of e-commerce in developing countries is a challenge. The goal of the digital world without the implementation and sustainable growth of e-commerce in developing countries is incomplete. Based on UTAUT theory, we have developed an integrated model to study the developing countries’ consumers’ adoption intentions towards e-commerce. We collected a valid useable sample of 796 respondents from a developing country, applied the SEM-ANN two-step hybrid approach to testing the proposed hypothesis, and ranked the antecedents according to their importance. Results revealed that Trust in e-commerce, Perceived risk of using e-commerce, Ease of use in e-commerce, Curiosity about e-commerce, Facilitating Conditions, and Awareness of e-commerce benefits influence the adoption intentions of developing countries’ consumers. Sensitivity analysis results revealed that Ease of use in e-commerce platforms and awareness of e-commerce benefits are the two most crucial factors behind the adoption intentions in developing countries. The study’s findings help authorities adopt sustainable e-commerce, multinational companies effectively market their goods online, and academics better understand how inhabitants of developing nations perceive e-commerce.