Regional e-commerce within the framework of the digital divide and technology acceptance model: a comparative analysis of Diyarbakir, Turkey, and global trends

Purpose- This study examines e-commerce adoption patterns in Diyarbakır province in comparison to national and global trends, identifying regional disparities. Framed within the Technology Acceptance Model and Digital Divide Theory, the research analyzes how demographic factors, digital literacy, and logistical infrastructure shape e-commerce participation, contributing to regional digitalization policies. Methodology- A cross-sectional quantitative approach was adopted, with surveys administered to 675 residents of Diyarbakır. The sample size was determined via Cochran’s formula, and data collection utilized both face-to-face and online methods. Statistical analyses included the Chi-Square test, Cramér’s V effect size, Logistic Regression, K-Means Clustering, and Structural Equation Modeling (SEM). Reliability was confirmed with Cronbach’s Alpha (0.91), and ethical guidelines, including informed consent, were strictly followed. Findings- e-Commerce usage in Diyarbakır was lower than national and global averages, with a significantly higher proportion of “infrequent” users. Digital literacy, income, and age were significant determinants of adoption. Income mediated the relationship between digital literacy and e-commerce engagement. Younger, higher-income individuals were more active users, whereas those aged 45 and above showed reluctance due to security concerns and traditional shopping preferences. The regional digital divide was influenced by socioeconomic constraints and established consumer behaviors. Conclusion- Demographics significantly shape regional e-commerce behavior. While younger consumers actively engage, older groups face digital literacy and access challenges. The study provides strategic insights for policymakers, businesses, and digital marketers to enhance e-commerce participation. Future research should explore socioeconomic factors in greater depth and employ longitudinal analyses to assess the long-term effects of digital transformation on consumer demographics. Keywords: Regional e-commerce adoption, digital divide, technology adoption and technology acceptance model (tam), digital literacy and consumer behavior, socioeconomic barriers to online shopping in developing regions.