11th International IAAP Conference on Applied Psychology - 2007, Delhi, India
نویسنده
چکیده
The Indian Retail Market is witnessing a revolution. The increased consumer demand, increased availability of real estate, allowing of FDI in retail and rationalizing of the tax structure are creating the foundation for significant growth in the organized retail sector thus increasing the competition among the firms. Information technology can reinforce the competitive advantage for the retail firms. The research presented in this article proposes a framework and then critically evaluates the factors that affect the adoption of the Internet through the application of descriptive statistics on a set of questionnaire responses to explore the nature of relationship between each of the derived factors. The results show that consumer perceptions and customer centricity when coupled with higher value proposition of the technology being adopted have the greatest influence on Internet adoption. A further benefit of this study to a business audience is that it provides some important insights into the areas that should be addressed when a retail organization develops an Internet strategy.
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