E Commerce and M Commerce at the Bottom of Pyramid_ A Study on Understanding the Online Shopping Behaviour of Rural Consumers of Surat

Abstract

In today s digital landscape, e-Commerce and m-Commerce have become vital channels for connecting technology with rural populations. This study investigates the determinants influencing the adoption and usage of online shopping platforms among rural consumers in Surat, India, focusing specifically on the Bottom of the Pyramid (BoP) segment. Addressing a key research gap, it extends the UTAUT-2 model by incorporating Trust as a mediating variable between Behavioural Intention and Use Behaviour, and Literacy as a moderating factor affecting the strength of relationships between UTAUT-2 constructs and Behavioural Intention. newlineUsing a combination of exploratory and descriptive research designs, data were collected through a structured questionnaire from 741 digitally literate rural consumers, identified using a snowball sampling method supported by village leaders and local influencers. The data were analyzed using PLS-SEM to test measurement and structural relationships. newlineThe results reveal that Habit, Social Influence, Price Value, and Trust significantly shape Behavioural Intention. Trust also plays a strong mediating role in strengthening the link between Behavioural Intention and Use Behaviour (and#946; = 0.312, p lt 0.001). Furthermore, Use Behaviour positively impacts Customer Satisfaction (and#946; = 0.478, p lt 0.001). The study confirms that Literacy moderates several UTAUT-2 relationships, particularly by enhancing the effects of Effort Expectancy and Price Value on Behavioural Intention, suggesting that digitally literate consumers perceive online shopping as more convenient and valuable. newlineThe findings highlight that beyond infrastructure, social, cognitive, and trust-building factors are essential for improving digital adoption in rural contexts. This research significantly contributes to theory by adapting UTAUT-2 for a low-literacy BoP environment and proposing an enriched framework for future studies. newline