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E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model

Author

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  • Amresh Kumar

    (Research Development Center, Asia Pacific Institute of Management, New Delhi, India)

  • Pallab Sikdar

    (Bharatiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management (BULMIM), New Delhi, India)

  • Md. Moddassir Alam

    (Birla Institute of Technology (BIT), Mesra (Off campus, Noida), India)

Abstract

A five factor e-shopping adoption model grounded upon TAM and an additional dimension of ‘Trust' has been tested through Confirmatory Factor Analysis (CFA). For testing the hypothesized relations as part of the conceptual model, Structural Equation Modeling (SEM) has been employed. 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. Present study 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.

Suggested Citation

  • Amresh Kumar & Pallab Sikdar & Md. Moddassir Alam, 2016. "E-Retail Adoption in Emerging Markets: Applicability of an Integrated Trust and Technology Acceptance Model," International Journal of E-Business Research (IJEBR), IGI Global, vol. 12(3), pages 44-67, July.
    • Handle: RePEc:igg:jebr00:v:12:y:2016:i:3:p:44-67
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    Cited by:

    1. Fernandes, Semila & Venkatesh, V.G. & Panda, Rajesh & Shi, Yangyan, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Davit Marikyan & Savvas Papagiannidis & Eleftherios Alamanos, 2021. "“Smart Home Sweet Smart Home”: An Examination of Smart Home Acceptance," International Journal of E-Business Research (IJEBR), IGI Global, vol. 17(2), pages 1-24, April.
    3. Semila Fernandes & V.G. Venkatesh & Rajesh Panda & Yangyan Shi, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Post-Print hal-04455597, HAL.

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