Gender Disparities in E-commerce Adoption Barriers among Entrepreneurs in Sri Lanka

Abstract

This research study investigates the gender-based differences in e-commerce adoption barriers among entrepreneurs in Sri Lanka. Employing a quantitative research approach, a sample of 460 entrepreneurs from the Hambantota District was selected using proportionate stratified random sampling. Primary data was collected through a validated questionnaire, and data analysis involved statistical techniques such as regression analysis. The findings highlight substantial disparities in the perception of e-commerce adoption barriers between male and female entrepreneurs in Sri Lanka. Female entrepreneurs encounter unique challenges in the realm of e-commerce adoption, underscoring the significant influence of gender on shaping adoption patterns. While both genders identify Lack of awareness and knowledge of e-commerce, Lack of qualified personnel to develop and support e-commerce, and Lack of popularity for online shopping as substantial and persistent barriers, Fear and reluctance to change and Inadequate delivery networks emerge as particularly noteworthy obstacles for female entrepreneurs. These research findings hold implications for the formulation of more effective government policies and strategic initiatives aimed at fostering a dynamic entrepreneurial ecosystem, particularly to empower female entrepreneurs in developing countries.