ANALYSING FACTORS INFLUENCING TECHNOLOGY ADOPTION BY UNORGANIZED RETAILERS USING UTAUT 2 FRAMEWORK

The swift progress of technology has greatly altered the worldwide retail environment, but its implementation among loosely organised retailers, especially in developing markets such as India, has not been thoroughly investigated. This paper examines the determinants of technology adoption among unorganised merchants in Kolkata using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) paradigm. The main objective of the study is to examine the influence of Perceived Value (PV) and Perceived Ease of Use (PEU) on the implementation of technology in this industry. The study employed a quantitative empirical approach, gathering data from 698 participants using standardised questionnaires. The data underwent analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) and the Tukey HSD Post Hoc Test statistical tests. The results demonstrate that both perceived value (PV) and perceived ease of use (PEU) have a substantial impact on the adoption of technology. Specifically, higher-income groups tend to see more value and ease in utilising technology. The findings offer important perspectives for policymakers, technology suppliers, and retail groups to formulate focused approaches that promote the digitisation of unorganised retail, ultimately improving operational effectiveness and competitiveness. The present study enhances the overall comprehension of digital inclusion within the retail sector and its capacity to stimulate economic development.