Acceptance of e-commerce at rural level: villagers' perspective

Abstract

This study aims to determine the level of acceptance of e-commerce at the provincial level in Indonesia, viewed from the perspective of the villagers. Data were obtained from a questionnaire and interviews, with 90 respondents answering the survey. The conclusion that can be drawn is that villagers have mastered the technology well and accepted the existence of e-commerce, while the young generation aged 12--25 is the group that most accepts e-commerce. On the other hand, 92% of the villagers were found to still prefer traditional shopping, but 65% also revealed that in the next ten years they would shop through online stores, while 82% of the young generation said that they would do so. Based on the interviews, there are some steps that e-commerce companies could take to reach rural communities, including advertising, improving the product quality and collaboration with rural communities.