Unveiling barriers to O2O technology platform adoption among small retailers in India: insights into the role of digital ecosystem
Abstract
Purpose
This study aims to delve into the intricate world of small retailers in India, seeking to understand the impediments/barriers they encounter when trying to embrace online-to-offline (O2O) platforms. It also investigates the potential impact of the digital ecosystem in moderating these barriers.
Design/methodology/approach
Data from 426 Indian retailers was collected, and structural equation modelling was used to validate the conceptual framework.
Findings
The findings highlight the importance of addressing distrust and technological anxiety as key barriers to O2O platform adoption. Psychological risk, low-tech orientation, privacy risk, financial risk and social risk were also identified as barriers. Interestingly, performance risk and infrastructure were found to be insignificant in this study. The study indicates that the digital ecosystem does moderate the relationship between psychological risk, performance risk, distrust and technological anxiety with attitude.
Research limitations/implications
This research holds significant implications for technology adoption, retail management and aggregator platform development in developing nations, notably India. This research draws upon a conceptual framework to deepen the understanding of the O2O technology platform by providing an all-inclusive overview.
Originality/value
This study breaks new ground by investigating the distinctive obstacles to O2O adoption faced by small retailers in India. By validating the digital ecosystem’s moderating effect, this research yields insights that are context-specific and particularly relevant to the Indian retail landscape. Valuable guidance is offered for researchers, practitioners and policymakers navigating O2O strategy implementation in emerging markets.
Keywords
Acknowledgements
Conflict of interest: All authors certify that they have no affiliations with or involvement in any organization or entity with any financial interest or non-financial interest in the subject matter or materials discussed in this manuscript. The authors have no financial or proprietary interests in any material discussed in this article.
Data availability statement: Data available on request from the authors.
Citation
Chawla, U., Verma, B. and Mittal, A. (2024), "Unveiling barriers to O2O technology platform adoption among small retailers in India: insights into the role of digital ecosystem", Information Discovery and Delivery, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IDD-09-2023-0104
Publisher
:Emerald Publishing Limited
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