Impact of Consumer Internet Self-Efficacy and User Friendliness of Websites on E-Commerce Adoption

Impact of Consumer Internet Self-Efficacy and User Friendliness of Websites on E-Commerce Adoption

Shirin Alavi, Vandana Ahuja
Copyright: © 2021 |Pages: 15
DOI: 10.4018/978-1-7998-7192-7.ch009
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Abstract

The e-commerce market has grown tremendously in India over the last few years across all product categories and industry verticals. In this chapter, an attempt has been made to identify and explore the two factors that influence the success of adoption of e-commerce by apparel selling firms in India. The explored factors are the consumer internet self-efficacy (derived from compatibility) and user friendliness of websites (derived from trialability). Further, relationship between the factors and their influence on the successful adoption of e-commerce has been analysed through structured equation modelling (SEM) technique. Thus, this research study adds on to earlier research studies pertaining to innovation and diffusion theory. The findings will be helpful for the decision makers and managers in recognizing the most important circumstances under which the apparel selling firms will go for e-commerce adoption.
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Background

Internet

The technology and communication have been transformed by internet in a stupendous manner. It is one of the significant inventions of the present era that has completely transformed the processes and mechanisms within and outside the organizations. “The internet is world-wide mechanism for interaction between people and their computers without the regard of geographic location” (Melgarejo-Heredia, R., Carr, L., & Halford, S. 2016). Hoffman and Novak (1996) called the internet as a “huge marketing opportunity”. The evolution of internet has given rise to various internet marketing techniques. These techniques enable the organizations to generate, transform, promote and trade their products in a novel manner. The usage of internet has increased considerably in the present era. The e-commerce organizations have also witnessed a phenomenal growth because of the advent of internet. The urban Indian consumers accept that internet plays a vital role in their lives (Hofacker C. F., Murphy J., 2009). These consumers use internet for conducting sale and purchase transactions but also to perform a relative examination of product features, product price and after sale service facilities.

Online Customer Experience

The familiarity with the internet is one of the most important factor which affects the online shopping and customer experience across different cultures and countries (Constantinides, E., Lorenzo-Romero, C., & Gomez, M. A. 2010). Lemke, F., Clark, M., & Wilson, H. (2011) have suggested a value- in- use approach emphasizing the importance of customer experience management in order to create a balance between the organizations offering and customers requirement. Rose, S., Clark, M., Samouel, P., & Hair, N. (2012) propose that in online environments the consumer and the firm nurture the experiences together. Further online customer satisfaction is directly reflected in repurchases made by the consumers. This repurchase intention is also a measure of online trust. Trevinal, A. M., & Stenger, T. (2014) have proposed in their research that online shopping experiences are a function of “physical, ideological, pragmatic and social dimensions”. The online consumers look for more product variety and better distribution networks. The present day consumers purchase those products from internet that are quite frequently purchased, are liked by their peer group, are quite different from the products offered by competitors in that category.

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