Abstract:
Purpose – This paper aims to explore the consumers’ and service-providers’ perspectives on the factors
influencing adoption of e-services in rural India. The purpose is to enable better diffusion of technology for
societal development in this digital era.
Design/methodology/approach – Using qualitative-based multiple-participant interviews, this
study explores the factors affecting e-service adoption from two different perspectives. While
interviews were conducted in five villages with 14 respondents to find out the perspectives of the
consumers, this study also explores the service-providers’ perspectives through interviews conducted
among 11 managerial respondents.
Findings – Catering to personal needs, improving perceived usefulness, value-added options, data analytics
for better understanding customers and improving service delivery of the e-service are the major factors
identified by the service-providers. The study also concludes that convenience, compatibility, societal
influence and availability of value-added addition of the e-service are decisive in e-service adoption from the
perspectives of the consumers.
Research limitations/implications – The first limitation of this research is that there can be common
method bias. Second, there were overlapping themes.
Practical implications – This study can help researchers working on the adoption of e-services in underdeveloped/developing countries. The findings of this study may help industries to focus on the determinants
while designing the e-services for improving their rate of adoption.
Social implications – This study will help in better diffusion of e-services in rural areas, which in turn
will help in societal development in this digital era.
Originality/value – The focus is on societal development through the adoption of e-services in rural
areas. To the best of the knowledge of the researchers, no qualitative study has been performed to
capture the perspectives of both the service-providers and the consumers on the adoption of e-services
in India.