Understanding Consumer Adoption of ONDC in India through the Technology Acceptance Model

ONDC adoption; Technology Acceptance Model; User adoption intention; Digital consumer behaviour; Perceived value; Perceived ease of use

A project created by the Government of India, to create the next generation of users who are keen to use e-commerce, the Open Network for Digital Commerce (ONDC) was formed to provide an accessible, interconnected network of digital businesses in India. We examine the factors that impact consumer acceptance of ONDC in Mangalore City using Technology Acceptance Model (TAM). Our findings reveal that consumers who find ONDC easy to use also perceive it as useful and exhibit positive attitudes towards it. Similarly, if an individual perceives that ONDC provides value then they are likely to consider using the service. Using structural equation modeling, we were able to demonstrate a reasonable fit of our model and that user mindset indirectly influences perceived value through adoption intentions. Finally, we found that the number of previous uses of other digital platforms was strongly related to all constructs of TAM which highlights the importance of familiarity with digital applications in consumer behavior. These results are useful for interaction designers and policy makers seeking to increase the engagement of individuals with ONDC.