Factors impacting behavioural intentions to adopt the electronic marketplace: findings from small businesses in India

Richa Misra (), Renuka Mahajan (), Nidhi Singh (), Sangeeta Khorana and Nripendra P. Rana ()
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Richa Misra: Jaipuria Institute of Management
Renuka Mahajan: Jaipuria Institute of Management
Nidhi Singh: Jaipuria Institute of Management
Nripendra P. Rana: Qatar University

Electronic Markets, 2022, vol. 32, issue 3, No 35, 1639-1660

Abstract: Abstract The 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.

Keywords: Electronic marketplace; UTAUT; Protection motivation theory; Perceived vulnerability; Self-efficacy (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s12525-022-00578-4

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