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E-Retail Adoption in Emerging Markets: A Perspective on Predictive Constructs

E-Retail Adoption in Emerging Markets: A Perspective on Predictive Constructs
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Author(s): Amresh Kumar (Symbiosis International University, India), Pallab Sikdar (Bharatiya Vidya Bhavan's Usha and Lakshmi Mittal Institute of Management, India) and Md. Moddassir Alam (Birla Institute of Technology Mesra - Noida, India)
Copyright: 2018
Pages: 28
Source title: Entrepreneurship, Collaboration, and Innovation in the Modern Business Era
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-5014-3.ch003

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Abstract

A five-factor e-shopping adoption model grounded upon TAM and an additional dimension of “trust” have been tested through confirmatory factor analysis (CFA). A structured instrument has been administered as part of survey to 600 eligible respondents comprising of online shoppers. A total of 539 shoppers spread across national zones, age, and gender groups constituted the final sample. Perceived usefulness (PU), perceived ease of use (PEOU), trust, intention to use (ITU), and attitude towards use (ATU) are reliable and valid factors predicting e-shopping adoption. PU and PEOU along with trust bear significant causation towards ATU. ATU serves as strong predictor of ITU, while PEOU determines PU as well. Further, ATU partially mediates PU and ITU relationship. This chapter highlights the applicability of modified TAM framework in predicting the inclination of emerging market consumers to embrace online shopping mediums scantly represented in extant literature.

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