Advancing E-commerce Strategies in Small Retail Enterprises: Unveiling the Impact of Digital Literacy and Consumer Engagement Through PLS-SEM in India

Sukhpreet K. Thind (), Harjit Kaur and Paramjit Sujlana
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Sukhpreet K. Thind: Chandigarh University, Assistant Professor, University School of Business
Harjit Kaur: Punjab University, Assistant Professor, Dr S.S. Bhatnagar University Institute of Chemical Engg. & Technology
Paramjit Sujlana: Sri Sukhmani Institute of Management, Dean Academics

A chapter in Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024), 2024, pp 97-123 from Springer

Abstract: Abstract Over the past decade, technological breakthroughs and the expansion of internet connectivity have significantly changed India’s digital landscape. This digital revolution has rippled through many industries, particularly e-commerce within the retail sector. The retail sector’s use of e-commerce solutions is more than simply a popular trend; it reflects a fundamental change in how businesses run and engage with their customer base. Internet usage rates in India are expected to rise significantly by 2026 from $38.5 billion at present to $200 billion [1]. This accelerating growth highlights the importance of using digital technologies by retailers to reach larger audiences through personalization of marketing activities as well as providing a better customer experience. The aim of the study is to investigate factors impacting behavioural intentions towards adopting electronic commerce innovation among small scale retail businesses in Indian cities. Results demonstrate a clear influence of digital literacy and consumer engagement on them while shaping adoption of future technologies.

Keywords: Digital Literacy; Behaviour Intention; Consumer Engagement; Innovative e-commerce adoption; social media utilisation; small retailers (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-544-7_8

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