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Challenges and Opportunities of E-Commerce Penetration in Rural Areas of India: A Literature Review

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  • Dr. Varisha Parvez

    (Assistant Professor, Axis colleges, Rooma, Kanpur, U.P.)

  • Dr. Zeba Naseem

    (Assistant Professor, Army Institute of Management, Kolkata, West Bengal.)

Abstract

This study investigates the impact of generational diversity on employees' work behaviour in selected commercial banks in Abeokuta, Nigeria. A descriptive research design was adopted, with structured questionnaires used to gather information from 162 employees across six banks. Three primary research objectives were addressed: exploring the influence of generational diversity on work behaviour; investigating the role of employee motivation on work behaviour across different generational cohorts; and examining the role of communication styles in work behaviour amongst multi-generational workers. Multiple linear regression analysis revealed that the strongest positive influences on work behaviour were exerted by employee motivation (β = 0.43, p

Suggested Citation

  • Dr. Varisha Parvez & Dr. Zeba Naseem, 2025. "Challenges and Opportunities of E-Commerce Penetration in Rural Areas of India: A Literature Review," International Journal of Latest Technology in Engineering, Management & Applied Science, International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS), vol. 14(7), pages 268-274, July.
    • Handle: RePEc:bjb:journl:v:14:y:2025:i:7:p:268-274
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