Investigating the Factors Influencing the Adoption of E-commerce Among Consumers in Emerging Economies
DOI:
https://doi.org/10.46610/JSSMR.2026.v07i02.001Keywords:
Attitudes, Digital platforms, E-Commerce, Perceived ease of use, Perceived usefulness, Technology acceptance modelAbstract
E-commerce has become an essential component of the digital economy, facilitating consumer transactions while contributing to economic growth in developing countries such as Sri Lanka. This study examines the factors influencing consumers' adoption of e-commerce by applying the Technology Acceptance Model (TAM). A quantitative research approach was employed using a structured questionnaire administered to 392 e-commerce consumers in Sri Lanka. Data were analyzed using multiple regression analysis to examine the effects of perceived ease of use, perceived usefulness, and attitude on e-commerce adoption. The findings reveal that perceived ease of use is the strongest determinant of e-commerce adoption, whereas perceived usefulness and attitude exhibit comparatively weaker influences. The study provides practical implications for e-commerce businesses, digital innovators, and policymakers by highlighting the importance of enhancing user-friendly platforms to encourage wider adoption. Increased e-commerce usage can strengthen business performance and contribute to the country's economic development.
References
Aboelmaged, M. G. (2014). Predicting e-readiness at firm-level: An analysis of technological, organizational and environmental (TOE) effects on e-maintenance readiness in manufacturing firms. International Journal of Information Management, 34(5), 639–651.
Akturan, U., & Tezcan, N. (2012). Mobile banking adoption of the youth market. Marketing Intelligence & Planning, 30(4), 444–459.
Al Hafizh, Z. I., & Hidayat, A. (2022). The role of digital payment benefits in switching consumer behaviour in the case of the OVO application. International Journal of Research in Business and Social Science (2147–4478), 11(7), 23–34.
Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Williams, M. D. (2020). Consumer adoption of mobile commerce in emerging markets: Extending the unified theory of acceptance and use of technology. Journal of Retailing and Consumer Services, 55, 102038.
Alam, M. D., Rahman, M. S., & Islam, M. S. (2011). Acquiring online transaction skills: System flexibility and understandability. Computers & Industrial Engineering, 61(4), 1021–1032.
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707–733.
Alyoubi, A. A. (2015). Review of e-commerce in developing countries and how to develop them during the introduction of modern systems. Procedia Computer Science, 65, 479–483.
Bloomenthal, A. (2024). Ecommerce defined: Types, history, and examples.
Butt, I. (2016). Attitude metrics towards web page purchases and in-store substitution intentions. International Journal of Marketing Principles, 8(2), 102–119.
Central Bank of Sri Lanka. (2025). Annual Economic Review 2025.
Daragmeh, A., Lentner, C., & Sági, J. (2021). FinTech payments in the era of COVID-19: Factors influencing behavioral intentions of “Generation X” in Hungary to use mobile payment. Journal of Behavioral and Experimental Finance, 32, 100574.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2023). Multivariate data analysis.
International Trade Administration. (2024). Sri Lanka - eCommerce.
Jameel, A. S., & Abdulkarem, M. (2022). Perceived trust and enjoyment: Predicting behavioural intention to use mobile payment systems. In 2022, the International Conference on Intelligent Technology, System and Service for Internet of Everything (ITSS-IoE). IEEE.
Kang, J., & Park, S. (2014). Factors influencing electronic commerce adoption in developing countries: The case of Tanzania. South African Journal of Business Management, 45(2), 83–96.
King, W. R., & He, J. (2006). A meta-analysis of the technology acceptance model. Information & Management, 43(6), 740–755.
Koe, W. L., & Sakir, N. A. (2020). The motivation to adopt e-commerce among Malaysian entrepreneurs. Organizations and Markets in Emerging Economies, 11(1), 189–202.
Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & Management, 40(3), 191–204.
Liébana-Cabanillas, F., Marinković, V., & Kalinić, Z. (2017). A SEM-neural network approach for predicting antecedents of m-commerce acceptance. International Journal of Information Management, 37(2), 14–24.
Limbu, Y. B., Wolf, M., & Lunsford, D. (2012). Perceived ethics of online retailers and consumer behavioral intentions. Journal of Research in Interactive Marketing, 6(2), 133–154.
Marheni, D. K., Candy, Putri, J. R., Marcelino, & Widyasari, D. A. (2022). Factors determining college students' intention to use e-wallets. Almana: Jurnal Manajemen dan Bisnis, 6(2), 265–274.
Mun, Y. P., Khalid, H., & Nadarajah, D. (2017). Millennials’ perception of mobile payment services in Malaysia. Procedia Computer Science, 124, 397–404.
Nahar, S., & Alam, M. (2026). Technology-enabled cross-border entrepreneurship: The role of digital platforms in SME expansion through the lens of institutional theory. Thunderbird International Business Review. Advance online publication.
Navarathna, B. M. (2019). Payment security, system trust, and customer support perceptions in modern Sri Lankan retail systems. Sri Lanka Journal of Economic and Financial Sciences, 3(1), 45–58.
Nguyen, T. P. G., Tan, T. D., & Nhung, L. T. H. (2025). Determinants of e-commerce adoption and its effect on marketing performance among Vietnamese SMEs: An PLS-SEM approach using the TOE framework. Journal of Open Innovation: Technology, Market, and Complexity, 11(4), 100670.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Subagja, A. D. (2023). Theoretical frameworks and intention models for personal-level digital access. Journal of Management and Digital Business Innovation, 2(1), 15–28.
United Nations Publications. (2024). Digital Economy Report 2024. UN.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230–238.
