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Open Access
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Ajay Kumar, Harshdev Verma
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- Research scholar, Assistant Professor Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur Uttar Pradesh, Uttar Pradesh India, India
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Abstract
nThis study examines the crucial connection between rural consumers’ online buying habits and internet availability and infrastructure in those places. The study finds that increased access to the internet has a beneficial impact on rural areas’ adoption of e-commerce. In these areas, trust and security concerns were found to be important determinants of online shopping behaviour, in addition to demographic differences. The findings highlight the significance of overcoming internet-related difficulties to promote economic growth and extend online retail prospects in rural areas, with implications for governments, e-commerce platforms, and firms targeting these markets.
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Keywords: Rural infrastructure, e-commerce, digital marketing, internet accessibility impact, and online buying habit.
n[if 424 equals=”Regular Issue”][This article belongs to E-Commerce for Future & Trends(ecft)]
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Browse Figures
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References
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| Volume | 11 | |
| [if 424 equals=”Regular Issue”]Issue[/if 424][if 424 equals=”Special Issue”]Special Issue[/if 424] [if 424 equals=”Conference”][/if 424] | 02 | |
| Received | December 22, 2023 | |
| Accepted | January 2, 2024 | |
| Published | July 2, 2024 |
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