Embracing E-commerce among family support women entrepreneurs in MSMEs: utilizing the UTAUT model

I. Bala Vishwaa Harini (), M. Selvalakshmi () and R. Deepa ()
Additional contact information
I. Bala Vishwaa Harini: Thiagarajar School of Management
M. Selvalakshmi: Thiagarajar School of Management
R. Deepa: Loyola College Campus

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2025, vol. 52, issue 1, No 6, 83-100

Abstract: Abstract This study focuses on the technological features of entrepreneurship in the e-commerce context. E-commerce has emerged as a disruptive technology that influences the daily lives of customers and operational strategies of businesses and governments. The Indian e-commerce market has experienced significant growth, with revenue expected to reach 10% by 2023. The government has implemented several measures to encourage e-commerce and entrepreneurship in India, such as agreements with banks to facilitate cashless transactions, significant investments in broadband services in rural areas, and the launch of digital platforms. However, women’s entrepreneurship faces unique challenges, owing to deeply rooted traditions and a male-dominated society. This study aims to address the factors that influence the acceptance of e-commerce in women’s entrepreneurship as well as the individual and family-oriented factors that affect this acceptance. This study uses the unified theory on acceptance and use of technology to analyze the adoption behavior of women entrepreneurs in accepting e-commerce technologies. The findings of this study provide insights into gender practices and issues of family orientation in accepting e-commerce technology.

Keywords: Women; Family support; Entrepreneurship; UTAUT; India (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s40622-025-00421-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:decisn:v:52:y:2025:i:1:d:10.1007_s40622-025-00421-7

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40622

DOI: 10.1007/s40622-025-00421-7

Access Statistics for this article

DECISION: Official Journal of the Indian Institute of Management Calcutta is currently edited by Rajesh Babu

More articles in DECISION: Official Journal of the Indian Institute of Management Calcutta from Springer, Indian Institute of Management Calcutta
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().