E-Commerce Platforms in Developing Economies: Unveiling Behavioral Intentions through Technology Acceptance Model (TAM)

Abstract

This study investigates how people in developing economies adopt e-Commerce, using a model called the Technology Acceptance Model (TAM). This model looks at how easy it is to use e-Commerce, how useful people think it is, how much they enjoy it, how much they trust it, how well it fits with their habits, how social influences affect their decisions, and how much risk they feel. By studying these factors and testing different ideas, the study shows that adopting e-Commerce is complicated. It finds that people’s trust, enjoyment, and how well e-Commerce fits with their habits play a significant role in their decisions. The study suggests that businesses and researchers should think about these things when they want to encourage e-Commerce in developing economies. The study uses data from questionnaires given to people in Bangladesh who use different online platform for shopping. The study also uses a particular statistical technique, Partial Least Square Structural Equation Modelling (PLS-SEM), to test its ideas. Overall, the study helps us better understand how people in these economies embrace e-Commerce and gives insights that can be useful for both academics and businesses. The study also adds a new idea to the TAM model by considering how people see e-Commerce fitting into a developing economy. The findings of this research hold the promise of informing strategies that can foster greater acceptance and utilization of e-Commerce platforms, propelling the development and digital inclusion of emerging economies.