The Impact of Internet Accessibility and Infrastructure on Rural Online Shopping Behavior

Year : 2024 | Volume : 11 | Issue : 02 | Page : 22 28
    By

    Ajay Kumar,

  • Harshdev Verma,

  1. Research Scholar, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, Uttar Pradesh, India
  2. Assistant Professor, Department of Commerce, Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, Uttar Pradesh, India

Abstract

This 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 behavior, 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.

Keywords: Rural infrastructure, e-commerce, digital marketing, internet accessibility impact, and online buying habit

[This article belongs to E-Commerce for Future & Trends ]

How to cite this article:
Ajay Kumar, Harshdev Verma. The Impact of Internet Accessibility and Infrastructure on Rural Online Shopping Behavior. E-Commerce for Future & Trends. 2024; 11(02):22-28.
How to cite this URL:
Ajay Kumar, Harshdev Verma. The Impact of Internet Accessibility and Infrastructure on Rural Online Shopping Behavior. E-Commerce for Future & Trends. 2024; 11(02):22-28. Available from: https://journals.stmjournals.com/ecft/article=2024/view=152744


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Regular Issue Subscription Review Article
Volume 11
Issue 02
Received 22/12/2023
Accepted 02/01/2024
Published 02/07/2024
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