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An Assessment of M-Commerce Adoption Amongst Women Fish Vendors in Coastal India Using System Dynamics Approach

Author

Listed:
  • Prabhu, Raghavendra
  • Kamath, Vasanth
  • Jeethesh D’Souza, Darryl
  • Joshi, Harisha

Abstract

The digital revolution in India has played a significant role transforming traditional organizations through adoption of mobile commerce (m-commerce) and transforming the way they do business. For the successful implementation of m-commerce, a thorough understanding of the stakeholder perspectives is always important. Hence, to summarize the issues and perspectives of the women fish vendors (WFVs) and to study the effect of crucial parameters on the implementation success of m-commerce a system dynamics (SD) approach was used. SD methodology is used to develop a simulation model to understand the m-commerce adoption rate amongst WFVs considering multiple scenarios. The research findings reveal that, word of mouth (WOM) and user experience plays a major role towards the adoption of m-commerce. However, the WFVs were sceptical about the capabilities of m-commerce and weren’t well equipped with infrastructure. This approach will enable the academicians and social entrepreneurs to formulate strategies to empower WFVs by using technology. Also, it opens a new area of simulation-based policy modelling in the fisheries retail sector.

Suggested Citation

  • Prabhu, Raghavendra & Kamath, Vasanth & Jeethesh D’Souza, Darryl & Joshi, Harisha, 2023. "An Assessment of M-Commerce Adoption Amongst Women Fish Vendors in Coastal India Using System Dynamics Approach," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 15(2), June.
    • Handle: RePEc:ags:aolpei:338007
    DOI: 10.22004/ag.econ.338007
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    References listed on IDEAS

    as
    1. Gunakar, S. & Bhatta, R., 2016. "Socioeconomic Status of Fisher-Women in Segmented Fish Markets of Coastal Karnataka," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 29(2).
    2. Peter Otto & Jeroen Struben, 2004. "Gloucester Fishery : Insights from a Group Modeling Intervention," Post-Print hal-02312278, HAL.
    3. Prabhu, R. & Joshi, H. G., 2018. "Determinants of Willingness to Adopt M-Commerce among Fisher Women Retailers in Karnataka, India," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 10(4), December.
    Full references (including those not matched with items on IDEAS)

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