The findings underscore that cost, compatibility, perceived ease of use, and perceived usefulness significantly affect the intention to digitalize.
Authors
Biplab Bhattacharjee, Associate Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Shubham Kumar, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Piyush Verma, LM Thapar School of Management, Thapar Institute of Engineering and Technology, Patiala, India.
Moinak Maiti, Department of Finance, School of Economics and Finance, University of the Witwatersrand, Johannesburg 2050, South Africa.
Summary
The increase in digital disruptions and changing preferences of different stakeholders has led to digital adoption in all hierarchies of business ecosystem. This study focused on the identification of the determinants of digitalization in unorganized small, localized retail outlets (Kirana stores) of an emerging economy.
A theoretical model was constructed with certain modifications based on technology adoption models such as Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to study the impact on business performance in general and as an effect of pandemic.
A survey of 285 Unorganized Localized Retail Outlets Stores from different regions of India was used to validate this theoretical model, and structural equation modeling was then further employed. The findings underscore that cost, compatibility, perceived ease of use, and perceived usefulness significantly affect the intention to digitalize.
By addressing the post-pandemic impact of digitalization within an unorganized sector in an emerging economy, this study adds to the scant literature that exists in this context.
Published in: Journal of Theoretical and Applied Electronic Commerce Research
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