Published Paper Details:

Abstract This study explores the perception of online shopping behavior among the consumers of HO tribe in Jharkhand, focusing on their intentions and engagement with online shoping platforms. Using an extended Technology Acceptance Model (TAM) integrated with elements from the Information Adaptation Model, this research examines key factors influencing online shopping decisions. The study specifically investigates the impact of perceived usefulness, digital skills, perceived ease of use, and trust on online purchase intentions among HO tribal consumers in the West Singhbhum district of Jharkhand, India. A convenience sampling method was employed to collect data from 200 respondents, and Structural Equation Modeling (SEM) was conducted using Smart PLS 4.0 to test the proposed hypotheses. The findings reveal that perceived usefulness, trust, and digital skills significantly shape consumers' willingness to engage in online shopping. Moreover, consumer behavior was found to mediate the relationship between these factors and purchase intentions. The model demonstrates a strong fit, validating its effectiveness in explaining online shopping behavior among this indigenous group. The insights from this study are valuable for e-commerce platforms and policymakers aiming to improve digital inclusion and enhance the online shopping experience for HO tribal consumers. Tailored strategies, such as digital literacy initiatives and trust-building measures, can foster greater engagement with e-commerce, ultimately benefiting both consumers and businesses.