Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Moderating Effect of Online Shopping Experience on Adoption of e-Governance in Rural India

  • Swapnil Undale (School of Management (PG), Dr. Vishwanath Karad MIT World Peace University) ;
  • Harshali Patil (School of Management (PG), Dr. Vishwanath Karad MIT World Peace University)
  • Received : 2021.06.10
  • Accepted : 2021.12.27
  • Published : 2022.03.31
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Abstract

Technology acceptance is one of the most popular research areas. Rapid developments in technology are making human life more comfortable. However, still most of the rural area has been deprived of benefits of technological advancement. Seventy percent population of India resides in rural area. Leveraging the improved penetration of the internet; mobile friendly population in rural India has been increasingly shopping online in the last few years. e-Governance is one of the important vehicles to provide efficient services to the citizens by Governments. One major obstacle is acceptance of e-Governance platforms by the citizens. Considering the increasing trend of using e-Commerce in rural area, this paper attempts to investigate moderating effect of online shopping experience on intention to use e-Governance portals. We surveyed 365 villagers across Maharashtra: one of the leading states in India. The result confirmed online shopping experience moderates the relationship between: 'perceived security & privacy' and 'attitude'; 'perceived security & privacy' and 'intention to use'; 'Perceived usefulness' and 'attitude'; and, 'attitude' and 'intention to use'. In this study definition of moderating variable 'experience' is unique and different than most of the popular studies. We defined experience as: 'prior use of any application of technology similar to the target application of technology'. Whereas prior studies considered experience as prior experience with target application of the technology.

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References

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