Explaining the factors influencing consumer perception, adoption readiness, and perceived usefulness toward digital transactions: online retailing experience of millennials in India

Joshi, Sudhanshu, Sharma, Manu, Bisht, Priya and Singh, Sumanjeet (2021) Explaining the factors influencing consumer perception, adoption readiness, and perceived usefulness toward digital transactions: online retailing experience of millennials in India. Journal of Operations and Strategic Planning, 4 (2). pp. 202-223. ISSN 2516-6018

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Abstract / Description

The present study intends to identify and evaluate the factors affecting the perception and readiness of young online shoppers regarding digital transactions. Thirty variables were identified through systematic literature review that can influence consumers’ perception of digital transactions. Data were collected from 525 millennials from north India. After performing factor analysis, five broad factors were identified namely (a) personal characteristics and incentives, (b) knowledge technical capability, (c) perceived usefulness, (d) sense of security, and (e) transaction risk, which affect the perception and intention as well as adaption of young consumers regarding the digital transactions. Using regression analysis, factors affecting consumer’s perception and readiness regarding digital transactions are modeled out. The study also examines the influence on intention to adopt digital transactions and the actual adaption of digital transactions. Further, the study concludes that consumer intention to make digital transactions mediates the relationship between factors of digital transactions and digital transaction adaption behavior.

Item Type:	Article
Additional Information:	** From Crossref journal articles via Jisc Publications Router
Uncontrolled Keywords:	digitalization; online purchasing; technology usage; adoption; personal preferences; online retailing
Subjects:	600 Technology > 650 Management & auxiliary services
Department:	Guildhall School of Business and Law
SWORD Depositor:	Pub Router
Depositing User:	Pub Router
Date Deposited:	08 Dec 2021 11:12
Last Modified:	08 Dec 2021 11:12
URI:	https://repository.londonmet.ac.uk/id/eprint/7111

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