Information technology practices in retail industry: evidence of India

With its rapid expansion over the past few years, organized retailing in India has reached a tipping point. More growth and market penetration into semi-urban and rural areas are highly promising. Retail opportunities are increasing day by day due to changing customer behavior, technological developments, and modified regularity by allowing more than 51% of FDI in the retail sector. The study aims to measure the influence of Information technology (ease of use, usefulness, adoption, and functionality) on the retail industry. The data has been collected through a questionnaire. The information was gathered from eight of the most important cities in India, including Mumbai, Hyderabad, Bangalore, Delhi, Gurgaon, Punjab, Noida, and Banaras. The total number of respondents to the survey is 318. The data has been analyzed by smart PLS and SPSS. The finding shows that usefulness, adoption, and analyzed functionality have an impact on retail service productivity, while ease of use has no impact on retail service productivity.