Misra Richa, Mahajan Renuka, Singh Nidhi, Khorana Sangeeta, Rana Nripendra P
Jaipuria Institute of Management, A-32A, opposite IBM India, Sector 62, Noida, Uttar Pradesh 201309 India.
Bournemouth University Business School, Bournemouth University, Bournemouth, BH8 8EB UK.
Electron Mark. 2022;32(3):1639-1660. doi: 10.1007/s12525-022-00578-4. Epub 2022 Aug 23.
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.
这场疫情加速了消费者和卖家对电子商务的采用。本研究旨在从非大都市城市小卖家的角度，确定疫情期间采用电子市场（EM）的关键因素。研究设计采用了UTAUT模型的核心维度，并从保护动机理论中选取了相关构念；因为企业关闭的脆弱性也会促使电子市场的采用。采用问卷调查法从印度二级/三级城市的150名卖家那里收集数据。研究结果确定了绩效期望、努力期望、社会影响和感知脆弱性是采用电子市场行为意向的重要决定因素。研究结果还解释了卖家的信息技术意识和商家年龄对行为结果的调节作用。鉴于此类城市的需求不断增长，该研究为营销人员提供了见解，以了解瓶颈以及激励小卖家与电子市场建立联系的方法。
