Date of Publication : April

Abstract: The rapid expansion of e-commerce in India has increasingly shifted toward tier-II cities; however, empirical evidence on consumer adoption behaviour in these contexts remains limited. This study examines e-commerce adoption patterns in Amravati, Maharashtra, with a focus on identifying key drivers, barriers, and demographic influences. Drawing on the Technology Acceptance Model (TAM) and trust-based perspectives, the study adopts a descriptive research design using primary data collected from 50 respondents through structured questionnaires.
The findings indicate that perceived convenience, price competitiveness, and product variety significantly influence adoption, supporting established technology acceptance frameworks. However, persistent trust deficits—particularly related to product quality and digital payment security—continue to constrain usage intensity. Inferential analysis using the chi-square test reveals a statistically significant relationship between age and e-commerce usage frequency, highlighting a digital divide across demographic segments.
The study contributes to the literature by providing localized empirical evidence from a tier-II city, emphasizing that while adoption is expanding beyond metropolitan regions, structural challenges related to trust and digital literacy remain critical. The findings offer practical implications for e-commerce firms and policymakers seeking to enhance consumer engagement and promote inclusive digital commerce ecosystems in emerging urban markets.

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