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AuthorMisra, Richa
AuthorMahajan, Renuka
AuthorSingh, Nidhi
AuthorKhorana, Sangeeta
AuthorRana, Nripendra P.
Available date2024-05-15T07:09:22Z
Publication Date2022
Publication NameElectronic Markets
ResourceScopus
Identifierhttp://dx.doi.org/10.1007/s12525-022-00578-4
ISSN10196781
URIhttp://hdl.handle.net/10576/55028
AbstractThe 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.
Languageen
PublisherSpringer
SubjectElectronic marketplace
Perceived vulnerability
Protection motivation theory
Self-efficacy
UTAUT
TitleFactors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India
TypeArticle
Pagination1639-1660
Issue Number3
Volume Number32
dc.accessType Abstract Only


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