Total views : 210

ICT Factors Influencing Consumer Adoption of E-Commerce Offerings for Education


  • School of Management Studies, Vels University, Chennai - 600117, Tamil Nadu, India


Background/Objectives: Learning is getting transformed into digital and digital coursework is evidently seen to have increased adoption. Major consumer base for e-commerce companies is India wherein learners and instructors form a major part. So, many e-commerce companies are well positioned to service this need having an eye on education market. The rapidly growing internet and smartphone penetration in the country is expected to further fuel this growth. India's leading e-commerce companies are in a competitive environment offering e-learning material for formal education, certificate courses, E-books, coaching materials for competitive exams, online tests etc. Some e-commerce companies also offer hobby courses. The study investigated the Information Control Technology (ICT) related factors that decide the adoption of various online offerings from e-commerce companies for the purpose of education. Method/Statistical Analytics: Simple random sampling has been applied for the research to collect the required sample. A structured questionnaire was distributed to collect the data from about 100 consumers including learners and instructors. A conceptual framework was developed to analyze the ICT factors impacting adoption of e-commerce offerings for education. Application/Improvements: This study provides valuable guidance to policy makers and providers of e-commerce in education in understanding the ICT factors influencing consumer adoption. Findings: ICT infrastructure has a significant impact on the perceived satisfaction of the stakeholders (Learners and Instructors) followed by ICT skills and then the ICT Support. Also consumers view insufficient ICT skills to take advantage of new technology as a significant challenge. Thereby they see a need for continuous technical training. Other major concerns from respondents on the ICT infrastructure is about the unavailability of up-to-date anti-virus protection in their systems, unavailability high-speed internet connection and multi-media incompatibility issues.


Consumers, E-commerce, Instructors, Infrastructure, Information Control Technology (ICT), Learners, Skills, Support.

Full Text:

 |  (PDF views: 202)


  • E-commerce. Available from: Date accessed 04/04/2016
  • Using Technology to Engage the Nontraditional Student. Available from: Date accessed 07/03/2016. Date accessed 04/04/2016
  • The retailing of online education courses in India. Available from:,Data accessed:? 15–2016.
  • Tinio VL. ICT in Education. Available from: Date accessed 04/04/2016
  • Daire H, Joseph C, Michael RM. Structural Equation Modeling: Guidelines for Determining Model Fit Electron. J Bus Res Methods. 2008; 6(1):53–60.
  • Hair JF, Anderson RE, Tatham RL. Multivariate Data Analysis, Prentice- Hall, Upper Saddle River, New Jersey. In: Pont M, McQuilken L editors. Testing the Fit of the BANKSERV Model to BANKPERF Data. ANZMAG Conference Proceedings. 2012. p. 1–865.
  • Hair JF, Anderson RE, Tantham RL. Multivariate Data Analysis.10th edn., Prentice Hall: New Jersey. In: AL- Majali M, Nik Mat NK editors. Modeling the antecedents of internet banking service adoption (IBSA) in Jordan: A Structural Equation Modeling (SEM) approach. Journal of Internet Banking and Commerce. 2011; 16(1):8–13.
  • Hair JF, Anderson RE, Tatham RL, Black WC, Babin BJ. Multivariate Data Analysis, 6th edn., Pearson Education, New Delhi. 2006; 734–5.
  • Hu LT, Bentler PM. Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Struct Equ Model. 1999; 6(1):1–55.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.