Digital Communication: perceptions of rural communities on the safety of e-commerce transactions
Advances in electronic service technology have created great opportunities as well as threats to organizations in various business and services sectors. As such businesses, either willingly or reluctantly, are increasingly embracing the Internet as distribution channel in order to remain competitive or gain market share. With particular reference to e-services, absence of accurate information on factors that have influenced user’s behaviour to adopt or use e-services could mislead an organization into adopting unhelpful solutions as it strives to accelerate the implementation of e-services. The study is undertaken by a student who lives in the heart of a rural community in South Africa and also attends a University which is based in a rural settlement. This study, based on the perceptions of rural communities on the safety of e-commerce transactions, investigates factors that influence adoption and usage of e-service, especially, in eNkandla rural communities. Factors were empirically tested against data collected from four hundred participants using survey questionnaires. Perceived complexity was found to be the most significantly related factor affecting e-service adoption in rural communities of eNkandla, followed in turn by privacy and compatibility. Quality of the Internet and its relative advantage also had a notable effect on e-service usage and adoption in eNkandla rural communities.
Electronic service technology, Digital Communication, e-Commerce, e-Services
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