Predicting Consumer Acceptance of the Proposed Open Network for Digital Commerce

• Author(s): Dr. Anita Walia ; Dr. Varalakshmi ; Dr. Kiran Lokesh Maney
• Paper ID: 1704148
• Page: 87-96
• Published Date: 15-03-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 6 Issue 9 March-2023

Abstract

Purpose – Recently the Indian government has proposed ONDC (open network for digital commerce) open sourcing for e-commerce players with an aim to democratize e-commerce. This paper explores motivation and hindering factors that affect the intention of consumer to choose ONDC platform. Design/methodology/approach – Findings – An exploratory study was conducted wherein an attempt to understand purchase intention concerning the different features like Price, Discovery Time, Privacy Concern, Security Concern, and, Trust to buy products on ONDC. The results suggest that the security is the foremost perceived risk a consumer will feel in online environments created by ONDC and price is considered as most preferred perceived usefulness when purchasing on ONDC platform. Research limitations/implications – More empirical research efforts need to be directed to study consumer behavior on ONDC platform. This study is have been fragmented in nature and are still in their infancy. Practical implications –ONDC platform need to create a robust open source digital framework to ensure security, data privacy and confidentiality. Originality/value – The study is significant for two reasons. First, it combines literature based on platform centric model to understand the factors influencing online purchase intention and, second, it presents perceived factors affecting from consumer perspective the success or failure of ONDC platform.

Keywords

Trust, platform-centric model, ONDC, Privacy, security, trust, perceived risk

Citations

IRE Journals:
Dr. Anita Walia , Dr. Varalakshmi , Dr. Kiran Lokesh Maney "Predicting Consumer Acceptance of the Proposed Open Network for Digital Commerce" Iconic Research And Engineering Journals Volume 6 Issue 9 2023 Page 87-96

IEEE:
Dr. Anita Walia , Dr. Varalakshmi , Dr. Kiran Lokesh Maney "Predicting Consumer Acceptance of the Proposed Open Network for Digital Commerce" Iconic Research And Engineering Journals, 6(9)