Unveiling barriers to O2O technology platform adoption among small retailers in India: insights into the role of digital ecosystem

IF 2.1 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE

Information Discovery and Delivery Pub Date : 2024-07-16 DOI:10.1108/idd-09-2023-0104

Umesh Chawla, Balraj Verma, Amit Mittal

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引用次数: 0

Abstract

Purpose This study aims to delve into the intricate world of small retailers in India, seeking to understand the impediments/barriers they encounter when trying to embrace online-to-offline (O2O) platforms. It also investigates the potential impact of the digital ecosystem in moderating these barriers. Design/methodology/approach Data from 426 Indian retailers was collected, and structural equation modelling was used to validate the conceptual framework. Findings The findings highlight the importance of addressing distrust and technological anxiety as key barriers to O2O platform adoption. Psychological risk, low-tech orientation, privacy risk, financial risk and social risk were also identified as barriers. Interestingly, performance risk and infrastructure were found to be insignificant in this study. The study indicates that the digital ecosystem does moderate the relationship between psychological risk, performance risk, distrust and technological anxiety with attitude. Research limitations/implications This research holds significant implications for technology adoption, retail management and aggregator platform development in developing nations, notably India. This research draws upon a conceptual framework to deepen the understanding of the O2O technology platform by providing an all-inclusive overview. Originality/value This study breaks new ground by investigating the distinctive obstacles to O2O adoption faced by small retailers in India. By validating the digital ecosystem’s moderating effect, this research yields insights that are context-specific and particularly relevant to the Indian retail landscape. Valuable guidance is offered for researchers, practitioners and policymakers navigating O2O strategy implementation in emerging markets.

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揭示印度小型零售商采用 O2O 技术平台的障碍：洞察数字生态系统的作用

目的本研究旨在深入了解印度小型零售商错综复杂的世界，试图了解他们在尝试拥抱线上到线下（O2O）平台时遇到的阻碍/障碍。研究还调查了数字生态系统在调节这些障碍方面的潜在影响。研究收集了来自 426 家印度零售商的数据，并使用结构方程模型验证了概念框架。研究结果研究结果强调了解决不信任和技术焦虑问题的重要性，它们是采用 O2O 平台的主要障碍。心理风险、低技术导向、隐私风险、财务风险和社会风险也被认为是障碍。有趣的是，本研究发现绩效风险和基础设施并不重要。研究结果表明，数字生态系统确实可以调节心理风险、绩效风险、不信任和技术焦虑与态度之间的关系。本研究借鉴了一个概念框架，通过提供一个包罗万象的概述，加深了对 O2O 技术平台的理解。原创性/价值本研究通过调查印度小型零售商在采用 O2O 技术时面临的独特障碍，开辟了新的领域。通过验证数字生态系统的调节作用，本研究提出了针对具体情况的见解，尤其与印度零售业的现状息息相关。为研究人员、从业人员和政策制定者在新兴市场实施 O2O 战略提供了宝贵的指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Information Discovery and Delivery INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

5.40

自引率

4.80%

发文量

期刊介绍： Information Discovery and Delivery covers information discovery and access for digital information researchers. This includes educators, knowledge professionals in education and cultural organisations, knowledge managers in media, health care and government, as well as librarians. The journal publishes research and practice which explores the digital information supply chain ie transport, flows, tracking, exchange and sharing, including within and between libraries. It is also interested in digital information capture, packaging and storage by ‘collectors’ of all kinds. Information is widely defined, including but not limited to: Records, Documents, Learning objects, Visual and sound files, Data and metadata and , User-generated content.