The Effect of Motivating and Inhibitory Factors on Using the Electronic Commerce by Adopting UTAUT2 and SQB Models

Abstract

Developing nations have not yet completely adapted to the use of e-commerce, despite wealthy countries having embraced and utilized it. To provide a framework that illustrates the influencing elements (enabling factors and discouraging factors) of e-commerce, this research aims to analyze the key variables that influence e-commerce adoption from the viewpoint of the two-factor theory. The Unified Expanded Technology Acceptance Theory (UTAUT2) components and the Status Quo Bias Theory (SQB) factors were both incorporated into the suggested model in this research. 487 individuals were given a questionnaire to complete to gather data. The study's findings demonstrated that behavioral intention is favorably and substantially influenced by performance expectations, price value, effort expectations, and confidence. Therefore, the present research concluded that it is important to look at the enabling and inhibiting elements that affect e-commerce intention and adoption. Additionally, the last portion will cover the future directions for the research.

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