Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)

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Advancing E-commerce Strategies in Small Retail Enterprises: Unveiling the Impact of Digital Literacy and Consumer Engagement Through PLS-SEM in India

Authors
Sukhpreet K. Thind1, *, Harjit Kaur2, Paramjit Sujlana3
1Assistant Professor, University School of Business, Chandigarh University, Mohali, Punjab, India
2Assistant Professor, Dr S.S. Bhatnagar University Institute of Chemical Engg. & Technology, Punjab University, Chandigarh, India
3Dean Academics, Sri Sukhmani Institute of Management, Delhi, India
*Corresponding author. Email: thind1085@gmail.com
Corresponding Author
Sukhpreet K. Thind
Available Online 17 October 2024.
DOI
10.2991/978-94-6463-544-7_8How to use a DOI?
Keywords
Digital Literacy; Behaviour Intention; Consumer Engagement; Innovative e-commerce adoption; social media utilisation; small retailers
Abstract

Over the past decade, technological breakthroughs and the expansion of internet connectivity have significantly changed India’s digital landscape. This digital revolution has rippled through many industries, particularly e-commerce within the retail sector. The retail sector’s use of e-commerce solutions is more than simply a popular trend; it reflects a fundamental change in how businesses run and engage with their customer base. Internet usage rates in India are expected to rise significantly by 2026 from $38.5 billion at present to $200 billion [1]. This accelerating growth highlights the importance of using digital technologies by retailers to reach larger audiences through personalization of marketing activities as well as providing a better customer experience. The aim of the study is to investigate factors impacting behavioural intentions towards adopting electronic commerce innovation among small scale retail businesses in Indian cities. Results demonstrate a clear influence of digital literacy and consumer engagement on them while shaping adoption of future technologies.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
17 October 2024
ISBN
978-94-6463-544-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-544-7_8How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sukhpreet K. Thind
AU  - Harjit Kaur
AU  - Paramjit Sujlana
PY  - 2024
DA  - 2024/10/17
TI  - Advancing E-commerce Strategies in Small Retail Enterprises: Unveiling the Impact of Digital Literacy and Consumer Engagement Through PLS-SEM in India
BT  - Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
PB  - Atlantis Press
SP  - 97
EP  - 123
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-544-7_8
DO  - 10.2991/978-94-6463-544-7_8
ID  - Thind2024
ER  -