https://www.matjournals.net/engineering/index.php/JSSMR/issue/feed Journal of Sales, Service and Marketing Research (e-ISSN: 2582-7804)2026-07-20T11:50:10+00:00Open Journal Systemshttps://www.matjournals.net/engineering/index.php/JSSMR/article/view/3884Investigating the Factors Influencing the Adoption of E-commerce Among Consumers in Emerging Economies2026-07-20T11:50:10+00:00Rashmi Sathsaranirashmisathsarani825@gmail.comBinura Shamindarashmisathsarani825@gmail.com<p><em>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.</em></p>2026-07-20T00:00:00+00:00Copyright (c) 2026 Journal of Sales, Service and Marketing Research (e-ISSN: 2582-7804)