Modified UTAUT2 to Determine Intention and Use of E-Commerce Technology Among Micro Small Women Entrepreneurs in Jharkhand, India

摘要

E-commerce revolution is creating enormous growth opportunities for Indian SMEs. Yet, reports suggest that adoption of e-commerce remains low among women entrepreneurs in the micro and small sector. This research applies a technology acceptance perspective to examine the determinants which induce the behavioral intention to accept and use ecommerce among the women entrepreneurs of Jharkhand, a developing state of eastern India. The UTAUT2 model of technology acceptance was modified to measure the relative impact of performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, individual innovativeness and achievement motivation on their intention to adopt and use e-commerce under the influence of age and experience as moderators. Structural Equation Modeling was employed and the findings confirm the positive influence of all the core determinants except for hedonic motivation. This implies that in order to improve the weak penetration of e-commerce in the population, campaigns have to be designed and implemented to make the women entrepreneurs perceive that investment in ICT for e-commerce will be valuable for them and that they can easily use the technology.