How attractive is a locale to e-tailers? Introducing a regional e-tailing adoption model for non-metropolitan India

Document Type

Article

Publication Title

IIMB Management Review

Abstract

In this paper, we develop a basic regional e-tailing adoption model based on the “diffusion of innovations” (DOI) theory and the ability-motivation-opportunity (AMO) framework. We empirically test the model using ordinary least squares and Poisson regression on district-level e-tailing packages data collected from India Post. Further, we use a neural network model to classify districts into high/low e-tailing potential with 78% accuracy. Apart from its theoretical contribution, the adoption model can also be used by e-tailers to support their regional targeting decisions. © 2022

Publication Date

24-7-2022

Publisher

Elsevier

Volume

Vol.34

Issue

Iss.2

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