An Assessment of M-Commerce Adoption Amongst Women Fish Vendors in Coastal India Using System Dynamics Approach

The digital revolution in India has played a significant role transforming traditional organizations through adoption of mobile commerce (m-commerce) and transforming the way they do business. For the successful implementation of m-commerce, a thorough understanding of the stakeholder perspectives is always important. Hence, to summarize the issues and perspectives of the women fish vendors (WFVs) and to study the effect of crucial parameters on the implementation success of m-commerce a system dynamics (SD) approach was used. SD methodology is used to develop a simulation model to understand the m-commerce adoption rate amongst WFVs considering multiple scenarios. The research findings reveal that, word of mouth (WOM) and user experience plays a major role towards the adoption of m-commerce. However, the WFVs were sceptical about the capabilities of m-commerce and weren’t well equipped with infrastructure. This approach will enable the academicians and social entrepreneurs to formulate strategies to empower WFVs by using technology. Also, it opens a new area of simulation-based policy modelling in the fisheries retail sector.