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 |
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Elsevier
2022-06-01
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| Series: | IIMB Management Review |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0970389622000490 |
| _version_ | 1817993321475211264 |
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| author | Shankhadeep Banerjee Priya Seetharaman |
| author_facet | Shankhadeep Banerjee Priya Seetharaman |
| author_sort | Shankhadeep Banerjee |
| collection | DOAJ |
| description | 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 data collected from India Post. Further, we use a neural network model to classify districts into high/low e-tailing potential with 78% accuracy. Apart from its theoretical contribution, the adoption model can also be used by e-tailers to support their regional targeting decisions. |
| first_indexed | 2024-04-14T01:37:32Z |
| format | Article |
| id | doaj.art-42a46930b7f046c79180cad395836dd8 |
| institution | Directory Open Access Journal |
| issn | 0970-3896 |
| language | English |
| last_indexed | 2024-04-14T01:37:32Z |
| publishDate | 2022-06-01 |
| publisher | Elsevier |
| record_format | Article |
| series | IIMB Management Review |
| spelling | doaj.art-42a46930b7f046c79180cad395836dd82022-12-22T02:19:53ZengElsevierIIMB Management Review0970-38962022-06-01342116129How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan IndiaShankhadeep Banerjee0Priya Seetharaman1Information Systems, Indian Institute of Management Bangalore, Bengaluru, India; Corresponding author.Management Information Systems, Indian Institute of Management Calcutta, Kolkata, IndiaIn 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 data collected from India Post. Further, we use a neural network model to classify districts into high/low e-tailing potential with 78% accuracy. Apart from its theoretical contribution, the adoption model can also be used by e-tailers to support their regional targeting decisions.http://www.sciencedirect.com/science/article/pii/S0970389622000490E-commerceE-tailingOnline retailDiffusion of innovationAbility-motivation-opportunityAdoption behaviour |
| spellingShingle | Shankhadeep Banerjee Priya Seetharaman How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India IIMB Management Review E-commerce E-tailing Online retail Diffusion of innovation Ability-motivation-opportunity Adoption behaviour |
| title | How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India |
| title_full | How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India |
| title_fullStr | How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India |
| title_full_unstemmed | How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India |
| title_short | How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India |
| title_sort | how attractive is a locale to e tailers introducing a regional e tailing adoption model for non metropolitan india |
| topic | E-commerce E-tailing Online retail Diffusion of innovation Ability-motivation-opportunity Adoption behaviour |
| url | http://www.sciencedirect.com/science/article/pii/S0970389622000490 |
| work_keys_str_mv | AT shankhadeepbanerjee howattractiveisalocaletoetailersintroducingaregionaletailingadoptionmodelfornonmetropolitanindia AT priyaseetharaman howattractiveisalocaletoetailersintroducingaregionaletailingadoptionmodelfornonmetropolitanindia |