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المؤلفMisra, Richa
المؤلفMahajan, Renuka
المؤلفSingh, Nidhi
المؤلفKhorana, Sangeeta
المؤلفRana, Nripendra P.
تاريخ الإتاحة2024-05-15T07:09:22Z
تاريخ النشر2022
اسم المنشورElectronic Markets
المصدرScopus
المعرّفhttp://dx.doi.org/10.1007/s12525-022-00578-4
الرقم المعياري الدولي للكتاب10196781
معرّف المصادر الموحدhttp://hdl.handle.net/10576/55028
الملخصThe 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.
اللغةen
الناشرSpringer
الموضوعElectronic marketplace
Perceived vulnerability
Protection motivation theory
Self-efficacy
UTAUT
العنوانFactors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India
النوعArticle
الصفحات1639-1660
رقم العدد3
رقم المجلد32
dc.accessType Abstract Only


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