Investigating the Factors Influencing the Adoption of E-commerce Among Consumers in Emerging Economies

Rashmi Sathsarani, Binura Shaminda — Mon, 20 Jul 2026 00:00:00 +0000

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.

Factors Influencing Consumer Adoption and Preference for Electric Vehicles: An Empirical Study

M. Abdul Rahuman, A. Sherin — Wed, 26 Aug 2026 00:00:00 +0000

The rapid growth of electric vehicles (EVs) has emerged as a sustainable solution to address environmental concerns, reduce greenhouse gas emissions, and decrease dependence on fossil fuels. With growing awareness of climate change, rising fuel prices, technological advancements, and government initiatives promoting clean transportation, consumer interest in electric vehicles has increased significantly. However, consumer adoption of EVs continues to be influenced by economic, technological, social, environmental, and infrastructural factors. The main aim of this study is to identify the key factors influencing consumer adoption and preference for electric vehicles and to examine the challenges that affect their purchasing decisions. Specifically, the study investigates the impact of demographic characteristics on consumer perceptions and preferences, compares consumer preferences between electric vehicles and conventional fuel-powered vehicles in terms of performance, purchase and maintenance costs, convenience, and environmental benefits, and identifies the major determinants affecting EV adoption. The study also identifies consumer awareness of electric vehicle technology, charging infrastructure, driving range, battery performance, government incentives, and the availability of charging facilities. In addition, the study attempts to recognize the major barriers that discourage consumers from purchasing electric vehicles, such as high initial cost, limited charging infrastructure, range anxiety, battery-related concerns, and lack of adequate information. The findings of the study are projected to provide useful insights into consumer attitudes and purchasing behaviour and may help policymakers, automobile manufacturers, dealers, and other stakeholders develop suitable strategies to endorse wider adoption of electric vehicles and support sustainable transportation.

Journal of Sales, Service and Marketing Research (e-ISSN: 2582-7804)

Investigating the Factors Influencing the Adoption of E-commerce Among Consumers in Emerging Economies

Factors Influencing Consumer Adoption and Preference for Electric Vehicles: An Empirical Study