How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India
In this paper, we develop a basic regional e-tailing adoption model based on the “diffusion of innovations” (DOI) theory and the “ability-motivation-opportunity” (AMO) framework. We empirically test the model using ordinary least squares and Poisson regression on district-level e-tailing packages da...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-06-01
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| Series: | IIMB Management Review |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0970389622000490 |