Mustafa, Sohaib and Hao, Tengyue and Qiao, Yu and Kifayat Shah, Sayed and Sun, Ruodan (2022) How a successful implementation and sustainable growth of e-commerce can be achieved in Developing Countries; A pathway towards green economy. Frontiers In Environmental Science, 10. ISSN 2296-665X, DOI https://doi.org/10.3389/fenvs.2022.940659.
Full text not available from this repository.Abstract
Apart from the goal of the digital world and other benefits of e-commerce, it becomes the need of time during this COVID-19 pandemic. Successful implementation and sustainable growth of e-commerce in developing countries is a challenge. The goal of the digital world without the implementation and sustainable growth of e-commerce in developing countries is incomplete. Based on UTAUT theory, we have developed an integrated model to study the developing countries' consumers' adoption intentions towards e-commerce. We collected a valid useable sample of 796 respondents from a developing country, applied the SEM-ANN two-step hybrid approach to testing the proposed hypothesis, and ranked the antecedents according to their importance. Results revealed that Trust in e-commerce, Perceived risk of using e-commerce, Ease of use in e-commerce, Curiosity about e-commerce, Facilitating Conditions, and Awareness of e-commerce benefits influence the adoption intentions of developing countries' consumers. Sensitivity analysis results revealed that Ease of use in e-commerce platforms and awareness of e-commerce benefits are the two most crucial factors behind the adoption intentions in developing countries. The study's findings help authorities adopt sustainable e-commerce, multinational companies effectively market their goods online, and academics better understand how inhabitants of developing nations perceive e-commerce.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | E-commerce; Developing countries; Sustainable growth; Adoption intention; Curiosity; Awareness of e-commerce; SEM-ANN; Pakistan |
| Subjects: | G Geography. Anthropology. Recreation > GE Environmental Sciences |
| Depositing User: | Ms. Juhaida Abd Rahim |
| Date Deposited: | 20 Sep 2023 04:01 |
| Last Modified: | 20 Sep 2023 04:01 |
| URI: | http://eprints.um.edu.my/id/eprint/41359 |
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