Determinants of willingness to adopt m-commerce among fisher women retailers in Karnataka, India

The study assesses the potential for an intervention of m-commerce in the fisher women retailer community of coastal Karnataka region of India. The study was conducted using primary data with a sample size of 383 fisher women across 26 markets in Udupi, Uttara Kannada and Dakshina Kannada districts of Karnataka, who are engaged in fishing practices. This study analyses m-commerce adoption and digital literacy among fisher woman retailers. Study identifies an insight into the degree of acceptance, zeal to learn and willingness to experiment technology change and shift in the trade practices with a digital platform. The result, using binary logistic regression also identifies variation of significant variable and behaviour of the population across 3 districts. The present study provides the basis for further research to build m-commerce model for the fish retailers in coastal Karnataka.