Determinants of willingness to adopt m-commerce among fisher women retailers in Karnataka, India

Raghavendra Prabhu, Harisha G. Joshi

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


The study assesses the potential for an intervention of m-commerce in the fisher women retailer community of coastal Karnataka region of India. The study was conducted using primary data with a sample size of 383 fisher women across 26 markets in Udupi, Uttara Kannada and Dakshina Kannada districts of Karnataka, who are engaged in fishing practices. This study analyses m-commerce adoption and digital literacy among fisher woman retailers. Study identifies an insight into the degree of acceptance, zeal to learn and willingness to experiment technology change and shift in the trade practices with a digital platform. The result, using binary logistic regression also identifies variation of significant variable and behaviour of the population across 3 districts. The present study provides the basis for further research to build m-commerce model for the fish retailers in coastal Karnataka.

Original languageEnglish
Pages (from-to)59-64
Number of pages6
JournalAgris On-line Papers in Economics and Informatics
Issue number4
Publication statusPublished - 01-12-2018

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Agricultural and Biological Sciences (miscellaneous)
  • Economics, Econometrics and Finance (miscellaneous)
  • Management, Monitoring, Policy and Law


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