Assessment of Consumers Acceptance of E-Commerce to Purchase Geographical Indication Based Crop Using Technology Acceptance Model (TAM)

Diffusion of Information and Communication Technology (ICT) in every aspect of life has made the applications of e-commerce a fundamental part of marketing. Hence using e-commerce to market Geographical Indication (GI) based crops is quite essential for the survival of the growers associated with such crops. Due to this significance, it is critical to assess consumers acceptance of e-commerce to purchase geographical indication-based crop. The study uses Technology Acceptance Model (TAM) to validate consumers’ willingness of using e-commerce to purchase GI crops with specific reference to Udupi jasmine. To analyse the relationships between TAM variables, Structural Equation Modelling (SEM) technique was adopted. The analysis suggests that behavioural intentions of consumers will influence them into actual e-commerce use. Behavioural intention exerts a significant positive influence on the actual e-commerce use suggests that, if provided with an e-commerce application to purchase the product online, consumers are likely to accept and use it.