Predicting Consumer Acceptance of the Proposed Open Network for Digital Commerce

References

[1] Ackerman, M.S., Cranor, L.F., & Reagle, J. (1999). Privacy in e-commerce: examining user scenarios and privacy preferences. In Proceedings of the 1st ACM conference on electronic commerce (pp. 1–8). New York: ACM

[2] Baumeister, R. F. (2002). Yielding to temptation: self-ontrol failure, impulsive purchasing, and consumer behavior. J. Consum. Res. 28, 670–676. doi: 10.1086/ 338209

[3] Bhatnagar, A.; Misra, S.; Rao, H.R. On risk, convenience, and internet shopping behavior. Commun. ACM 2000,43, 98–110. [CrossRef]

[4] Burke, R.R. Do you see what I see? The future of virtual shopping. J. Acad. Mark. Sci.

[5] Chanana, N., & Goele, S. (2012). Future of E-Commerce In India. International Journal of Computing & Nusiness Research.

[6] Compeau, D.R.; Higgins, C.A. Computer self-efficacy: Development of a measure and initial test. MIS Q. 1995, 19, 189–211. [CrossRef]

[7] Conchar, M.P., Zinkhan, G.M., Peters, C. and Olavarrieta, S. (2004), “An integrated framework for the conceptualization of consumers’ perceived-risk processing”, Journal of the Academy of Marketing Science, Vol. 32 No. 4, pp. 418-36

[8] Cnbctv18(Oct 2021), Explained: What is ONDC project and how will it curb digital monopolies?, retrieved from

[9] https://www.cnbctv18.com/technology/explained-what-is-open-network-for-digital-commerce-project-and-how-will-it-curb-digital-monopolies-9899151.htm

[10] Dodds, W.B.; Monroe, K.B.; Grewal, D. The Effects of price, brand, and store information on buyers’ product evaluations. J. Mark. Res. 1991, 28, 307–319.

[11] Donthu, N.; Garcia, A. The internet shopper. J. Advert. Res. 1999,39, 52

[12] Economic times,(August,2021), ONDC to end e-commerce monopolistic practices, ensure data privacy: Piyush Goyal, retrieved from

[13] https://economictimes.indiatimes.com/news/economy/policy/ondc-to-end-e-commerce-monopolistic-practices-ensure-data-privacy-piyush-goyal/articleshow/85311138.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst

[14] Fishbach, A., and Touré-Tillery, M. (2013). “Goals and motivation,” in Noba Textbook Series: Psychology,eds D. P. McAdams, E. Diener, and R. BiswasDiener, (Champaign, IL: DEF Publishers)

[15] Fisher, Susan. 2001. Privacy By Design. InfoWorld, 23 (27) : 20-22.

[16] Financial express(July,2021), Explained: What’s Open Network for Digital Commerce and how it will benefit e-retailers, traders, MSMEs,retrieved from

[17] https://www.financialexpress.com/industry/sme/msme-tech-explained-whats-open-network-for-digital-commerce-and-how-it-will-benefit-e-retailers-traders-msmes/2285001/

[18] Garretson, J.A., Clow, K.E. and Kurtz, D.L. (1996), “Risk reduction strategies used by leisure travelers in the new-buy hotel selection purchase situation”, Journal of Hospitality Marketing and Management, Vol. 3 No. 3, pp. 35-53.

[19] Hoffman, D. L., and Novak, T. P. (2009). Flow online: lessons learned and future prospects. J. Interact. Mark. 23, 23–34. doi: 10.1016/j.intmar.2008.10.003 Hoffman, D. L., Novak, T. P., and Peralta, M. (1999). Building consumer trust online. Commun. ACM 42, 80–85. doi: 10.1145/299157.299175 Hofmann, W., Koningsbruggen, G. M., Stroebe, W., Ramanathan, S., and Aarts, H. (2010). As pleasure unfolds: hedonic responses to tempting food. Psychol. Sci. 21, 1863–1870. doi: 10.1177/0956797610389186

[20] Hoy, M.G.; Phelps, J. Consumer privacy and security protection on church web sites: Reasons for concern. J.Public Policy Mark. 2003, 22, 58–70. [CrossRef]

[21] https://www.financialexpress.com/industry/sme/msme-tech-explained-whats-open-network-for-digital-commerce-and-how-it-will-benefit-e-retailers-traders-msmes/2285001/

[22] IBEF. (2020, March). E - commerce in India: Industry Overview, Market Size & Growthretrieved from https://www.ibef.org/industry/ecommerce.aspx

[23] Johnson, T. and Bruwer, J. (2004), “Generic consumer risk reduction strategies (RRS) in wine-related lifestyle segments of the Australian wine market”, International Journal of Wine Marketing, Vol. 16 No. 1, pp. 5-35.

[24] Kim, D.J.; Sivasailam, N.; Rao, H.R. Information assurance in B2C websites for information goods/services. Electron. Mark. 2004, 14, 344–359. [CrossRef]

[25] Kim, D.J.; Steinfield, C.; Lai, Y.J. Revisiting the role of web assurance seals in business-to-consumer electronic commerce. Decis. Support Syst. 2008,44, 1000–1015. [CrossRef]

[26] Kim, Y., and Peterson, R. A. (2017). A Meta-analysis of Online Trust Relationships in E-commerce. J. Interact. Mark. 38, 44–54. doi: 10.1016/j.intmar.2017.01.001

[27] Kruglanski, A. W., Shah, J. Y., Fishbach, A., Friedman, R., Chun, W. Y., and SleethKeppler, D. (2002). “A theory of goal-systems,” in Advances in Experimental Social Psychology, Vol. 34, ed. M. Zanna (New York: Academic Press), 331–376.

[28] Lee, G.H. The Effect of Korean TV Drama PPL Characteristic to the Brand Personality and Consumer’s Preference: Chinese Tourists. Master’s Dissertation, The Graduate School of Art Chung-Ang University,Seoul, Korea, 2015

[29] Liebermann, Y.; Stashevsky, S. Perceived risks as barriers to internet and e-commerce usage. Qual. Mark. Res.Int. J. 2002,5, 291–300. [CrossRef]

[30] Livemint(August,2021), Explained: What’s Open Network for Digital Commerce and how it will benefit e-retailers, traders, MSMEs,retrived from

[31] (https://www.livemint.com/news/india/ondc-to-end-monopolistic-practices-in-e-commerce-piyush-goyal-11628873842438.html

[32] Miyazaki, A.D.; Fernandez, A. Consumer perceptions of privacy and security risks for online shopping. J.Consum. Aff.2001,35, 27–44. [CrossRef]

[33] Moores, T. Do consumers understand the role of privacy seals in e-commerce? Commun. ACM 2005, 48, 86–91. [CrossRef]

[34] Moors, A. (2016). Flavors of appraisal theories of emotion. Emot. Rev. 6, 303–307. doi: 10.1177/1754073914534477

[35] Mousavizadeh, M., Kim, D. J., and Chen, R. (2016). Effects of assurance mechanisms and consumer concerns on online purchase decisions: an empirical study. Decis. Support Syst. 92, 79–90. doi: 10.1016/j.dss.2016.09.011

[36] Oliver, R.L. A cognitive model of the antecedents and consequences of satisfaction decisions. J. Mark. Res.1980,17, 460–469. [CrossRef]

[37] Özkan, S., Bindusara, G., and Hackney, R. (2010). Facilitating the adoption of e-payment systems: theoretical constructs and empirical analysis. J. Enterprise Inform. Manag. 23, 305–325. doi: 10.1108/17410391011036085

[38] Pavlou, P.A., Tan, Y.H. and Gefen, D. (2003), “The transitional role of institutional trust in online interorganizational relationships”, Proceedings of the 36th Annual Hawaii International Conference on System Sciences, Big Island, HI, p. HI

[39] Peter, J.P.; Ryan, M.J. An investigation of perceived risk at the brand level. J. Mark. Res.

[40] Prashanth Perumal J. (2021, August 26). Explained | The Open Network for Digital Commerce that's on the anvil for online retailers. The HIndu.

[41] Rajamma, R. K., Paswan, A. K., and Hossain, M. M. (2009). Why do shoppers abandon shopping cart? Perceived waiting time, risk, and transaction inconvenience. J. Product Brand Manag. 18, 188–197. doi: 10.1108/10610420910957816

[42] Sheth, J.N.; Newman, B.I.; Gross, B.L. Why we buy what we buy: A theory of consumption values. J. Bus. Res. 1991, 22, 159–170. [CrossRef]

[43] Sørebø, A. (2018). Non-monetary price and consumers’intention to buy online. People Int. J. Soc. Sci. 4, 45–53. doi: 10.20319/pijss.2018.41.4553 Stern, H. (1962). The significance of impulse buying today. J. Mark. 26, 59–62. doi: 10.1177/002224296202600212

[44] Times of India (July,2021), How will open network for e-commerce work?, retrieved from https://timesofindia.indiatimes.com/business/india-business/how-will-open-network-for-e-commerce- work/articleshow/84333817.cms

[45] Visentin, M., Pizzi, G. and Pichierri, M. (2019), “Fake news, real problems for brands: the impact of content truthfulness and source credibility on consumers behavioral intentions toward the advertised brands”, Journal of Interactive Marketing, Vol. 45, pp. 99-112.

@article{1704148,
      author = {Dr. Anita Walia, Dr. Varalakshmi, Dr. Kiran Lokesh Maney},
      title = {Predicting Consumer Acceptance of the Proposed Open Network for Digital Commerce},
      journal = {Iconic Research And Engineering Journals},
      year = {2023},
      volume = {6},
      number = {9},
      pages = {87-96},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1704148.pdf},
      abstract = {Purpose ? Recently the Indian government has proposed ONDC (open network for digital commerce) open sourcing for e-commerce players with an aim to democratize e-commerce. This paper explores motivation and hindering factors that affect the intention of consumer to choose ONDC platform.

Design/methodology/approach ? 
 Findings ? An exploratory study was conducted wherein an attempt to understand purchase intention concerning the different features like Price, Discovery Time, Privacy Concern, Security Concern, and, Trust to buy products on ONDC. The results suggest that the security is the foremost perceived risk a consumer will feel in online environments created by ONDC and price is considered as most preferred perceived usefulness when purchasing on ONDC platform. 
Research limitations/implications ? More empirical research efforts need to be directed to study consumer behavior on ONDC platform. This study is have been fragmented in nature and are still in their infancy.
 Practical implications ?ONDC platform need to create a robust open source digital framework to ensure security, data privacy and confidentiality.
 Originality/value ? The study is significant for two reasons. First, it combines literature based on platform centric model to understand the factors influencing online purchase intention and, second, it presents perceived factors affecting from consumer perspective the success or failure of ONDC platform.},
      keywords = {Trust, platform-centric model, ONDC, Privacy, security, trust, perceived risk},
      month = {March},
  }