Consumer adoption of on‐demand digital platforms: An integrated model

On-demand digital platforms are omnipresent in the contemporary marketplace of era. The purpose this study was to assess factors influencing consumers’ intention adopt on-demand context a developing country. Based on modified integration unified theory acceptance and use technology (UTAUT) social influence theory, contended that electronic word-of-mouth (eWOM) about shapes consumers' perceived risk subjective norms, which, along with other elements UTAUT, their platforms. A self-administered questionnaire developed distributed online, yielding total 226 responses, which were analyzed using partial least squares structural equation modelling. findings revealed performance expectancy, effort significantly affect intention, wherein eWOM reduces norms Therefore, contributes literature consumer adoption new-age products, case, platforms, implications for practice space.