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How Tier 2 Shoppers Adopt Online Shopping After COVID-19: A Conceptual Study | International Journal of Advances in Business and Management Research (IJABMR)
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Articles
DOI: 10.62674/ijabmr.2025.v3i02.007
Published: 2025-12-12

How Tier 2 Shoppers Adopt Online Shopping After COVID-19: A Conceptual Study

Research Scholar, AIMIT
Post graduate department of business administration Aloysious institute of management and information technology
Conceptual Framework Consumer Behaviour Digital Inclusion Online Shopping Adoption Tier 2 Cities Technology Acceptance

Abstract

To propose an integrated conceptual framework explaining how shoppers in Tier 2 Indian cities adopt online shopping in the post-COVID-19 context. This study uses a structured review of recent theoretical and empirical work on online shopping, mobile commerce, social influence, and digital inclusion to identify key determinants and organise them in a multidimensional model. The framework highlights five domains shaping adoption: behavioural factors (habit, impulse, and planned buying), consumer characteristics (demographic and psychographic moderators), technological adoption mechanisms (perceived usefulness, ease of use, trust, and motivation for mobile commerce), social influence (offline peers, virtual communities, and live commerce), and infrastructure conditions (connectivity, digital literacy, payment readiness, and logistics). Behavioural and technological factors drive intention; consumer characteristics and social influence modify and amplify these effects, while infrastructural conditions determine whether intention converts into actual use. The paper formulates propositions linking these domains and outlines a research agenda for future empirical testing using longitudinal and multi-group designs in emerging market settings. The framework can guide policymakers and practitioners in designing interventions that jointly address behavioural drivers, digital capabilities, social support, and infrastructure gaps to strengthen online shopping participation in Tier 2 cities. By combining behavioural, technological, social, and infrastructural perspectives, this study offers a holistic, post-pandemic explanation of online shopping adoption in resource-constrained yet rapidly digitised urban regions.

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Article Contents

Indexed In

 

Journal title

International Journal of Advances in Business and Management Research (IJABMR)

ISSN (online)

2584-1718

Publisher's name

Swami Vivekananda Global Academy, India

Established Since

2023

Email Id

info@ijabmresearch.org

DOI Prefix

10.62674/ijabmr

Peer Review

Double Anonymous Peer Review

Licensing

CC BY-NC-ND

Open Access

Yes

 

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