ROLE OF DIGITAL GOVERNANCE IN PROMOTING E-TAILING AMONG RURAL CONSUMERS OF TELANGANA STATE-A STUDY

Abstract

This paper aims to study the driving factors of E-tailing among rural consumers in India. The study highlights the more significant factors through online shopping transactions in rural areas, and the online shopping process is different in rural areas compared to urban cities. The online shopping process involves various website quality procedures, information on goods and services available, convenience and comfort of the customer, and safety/privacy of data. The study adopted a primary data source and collected 234 respondents through a structured questionnaire. The sample was collected from customers actively involved in online shopping in rural Telangana, India.

The research finding is that factors like website quality, Customer trust, perceived usefulness, price of goods and services, convenience, and comfort lead to significant customer shopping intention in rural areas. In addition, customer trust and website quality strongly influence the continuance of shopping intent e-shopping tradition. The governance of convenience, comfort, and perceived usefulness in expecting continuation shopping aims to use e-shopping in rural areas in India, possibly because thousands of other websites offer comparable benefits and uses. Meanwhile, from a hypothetical viewpoint, these findings add to the current literature in various ways. In the primary case, the researcher advances the literature on online purchasing by offering insights into the variables influencing Indian rural residents' inclinations to continue shopping online.

Keywords: E-tailing, Perceived usefulness, Rural Areas Trust, and Website.