ADOPTION OF E-COMMERCE TECHNOLOGY AMONG WOMEN ENTREPRENEURS IN COIMBATORE DISTRICT: A UTAUT 2 PERSPECTIVE

Abstract

The COVID-19 pandemic has significantly accelerated the adoption of e-commerce technology across various sectors, including among women entrepreneurs. Many women entrepreneurs have shifted their businesses online to adapt to changing consumer behaviors and restrictions on physical retail during the pandemic. This shift has been particularly evident in sectors such as retail, fashion, food, and handicrafts. This study focuses on E-commerce Technology adoption by women entrepreneurs in Coimbatore district, Tamilnadu. The questionnaire was framed based on The Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) framework to analyze the acceptance and use of e-commerce technology among women entrepreneurs and to study various constructs that encouraged women entrepreneurs to adopt and use e-commerce. It is seen the construct- behavioral intention to use technology and facilitating conditions were found to have a significant influence on women entrepreneurs to use e-commerce applications and all other constructs have influence on one another and have an greater impact on women entrepreneurs to adopt and use e-commerce technology. KEYWORDS: UTAUT 2, Women entrepreneur, E-commerce, Technology