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Embracing E-commerce among family support women entrepreneurs in MSMEs: utilizing the UTAUT model

Author

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  • I. Bala Vishwaa Harini

    (Thiagarajar School of Management
    Alagappa University)

  • M. Selvalakshmi

    (Thiagarajar School of Management
    Alagappa University)

  • R. Deepa

    (Loyola College Campus)

Abstract

This study focuses on the technological features of entrepreneurship in the e-commerce context. E-commerce has emerged as a disruptive technology that influences the daily lives of customers and operational strategies of businesses and governments. The Indian e-commerce market has experienced significant growth, with revenue expected to reach 10% by 2023. The government has implemented several measures to encourage e-commerce and entrepreneurship in India, such as agreements with banks to facilitate cashless transactions, significant investments in broadband services in rural areas, and the launch of digital platforms. However, women’s entrepreneurship faces unique challenges, owing to deeply rooted traditions and a male-dominated society. This study aims to address the factors that influence the acceptance of e-commerce in women’s entrepreneurship as well as the individual and family-oriented factors that affect this acceptance. This study uses the unified theory on acceptance and use of technology to analyze the adoption behavior of women entrepreneurs in accepting e-commerce technologies. The findings of this study provide insights into gender practices and issues of family orientation in accepting e-commerce technology.

Suggested Citation

  • I. Bala Vishwaa Harini & M. Selvalakshmi & R. Deepa, 2025. "Embracing E-commerce among family support women entrepreneurs in MSMEs: utilizing the UTAUT model," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 52(1), pages 83-100, March.
    • Handle: RePEc:spr:decisn:v:52:y:2025:i:1:d:10.1007_s40622-025-00421-7
    DOI: 10.1007/s40622-025-00421-7
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    References listed on IDEAS

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