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Factors influencing adoption of e-services in rural India – perspectives of consumers and service providers

Arghya Ray (Indian Institute of Management Ranchi, Ranchi, India)
Pradip Kumar Bala (Indian Institute of Management Ranchi, Ranchi, India)
Shilpee A. Dasgupta (Indian Institute of Management Ranchi, Ranchi, India)
Narayanasamy Sivasankaran (Indian Institute of Management Ranchi, Ranchi, India)

Journal of Indian Business Research

ISSN: 1755-4195

Article publication date: 14 June 2019

Issue publication date: 28 April 2020

496

Abstract

Purpose

This paper aims to explore the consumers’ and service-providers’ perspectives on the factors influencing adoption of e-services in rural India. The purpose is to enable better diffusion of technology for societal development in this digital era.

Design/methodology/approach

Using qualitative-based multiple-participant interviews, this study explores the factors affecting e-service adoption from two different perspectives. While interviews were conducted in five villages with 14 respondents to find out the perspectives of the consumers, this study also explores the service-providers’ perspectives through interviews conducted among 11 managerial respondents.

Findings

Catering to personal needs, improving perceived usefulness, value-added options, data analytics for better understanding customers and improving service delivery of the e-service are the major factors identified by the service-providers. The study also concludes that convenience, compatibility, societal influence and availability of value-added addition of the e-service are decisive in e-service adoption from the perspectives of the consumers.

Research limitations/implications

The first limitation of this research is that there can be common method bias. Second, there were overlapping themes.

Practical implications

This study can help researchers working on the adoption of e-services in under-developed/developing countries. The findings of this study may help industries to focus on the determinants while designing the e-services for improving their rate of adoption.

Social implications

This study will help in better diffusion of e-services in rural areas, which in turn will help in societal development in this digital era.

Originality/value

The focus is on societal development through the adoption of e-services in rural areas. To the best of the knowledge of the researchers, no qualitative study has been performed to capture the perspectives of both the service-providers and the consumers on the adoption of e-services in India.

Keywords

Acknowledgements

The authors of this research would like to acknowledge the help received from all the participants involved in this study for their valuable time. The authors would also like to thank the academic experts for their guidance to ensure the completion of this research study.

Funding: This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.

Citation

Ray, A., Bala, P.K., Dasgupta, S.A. and Sivasankaran, N. (2020), "Factors influencing adoption of e-services in rural India – perspectives of consumers and service providers", Journal of Indian Business Research, Vol. 12 No. 2, pp. 215-230. https://doi.org/10.1108/JIBR-11-2018-0295

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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