Adoption of E-Commerce in Developing Nations: Insights From Low- and Middle-Income Consumers

Abstract

The research attempts to determine the inclination toward embracing e-commerce, focusing on the satisfaction of low- and middle-income consumers with online services and their ability to navigate a secure online platform. We examine our hypothesis with survey technique. The questionnaire was adapted from prior studies. The research was carried out through empirical methods, utilizing a convenience sample of 290 participants from various locations in Barishal, Chattogram, Dhaka, Khulna, Rajshahi, Rangpur, Mymensingh, and Sylhet, from Bangladesh. SMARTPLS was used for analysis of the gathered data. The findings demonstrated that the desire to utilize e-commerce is strongly and positively predicted by perceived risk, social influence, and facilitating aspects. This study addresses the gap by identifying and understanding these three aspects together, beyond contextual barriers, that influence e-commerce adoption among low- and middle-income consumers in Bangladesh. The study contributes to the understanding of e-commerce adoption in emerging markets by providing a comprehensive, theoretically grounded model that identifies key institutional and contextual elements influencing online shopping behavior. The insights gained offer valuable implications for policymakers and e-commerce platforms aiming to enhance user engagement in online shopping. However, the lack of thorough study that addresses problems outside contextual imperatives limits our knowledge of what motivates e-commerce in Bangladesh. This study examines a comprehensive, theoretically developed model that find the pertinent institutional and contextual elements that might lead to the uptake of online shopping in underdeveloped countries.