The Influence of Digital Connectivity on the Purchase Intention of Rural Consumers in the E-Commerce Segment

Abstract

This study investigates the impact of digital connectivity on rural consumer purchase intentions in the e-commerce segment to understand how digital infrastructure would influence perceived usefulness, ease of use, and consumer behavior. The present study used a quantitative design with cross-sectional data, wherein the sample included 573 respondents from the Bengaluru Rural district. Data collection was made through a structured questionnaire adapted from earlier studies. To hold full representation across villages, the sampling contained a diverse range of people, students, private and government employees, farmers, laborers, and all. Data were analyzed using PLS-SEM via SmartPLS 4. The findings indicate that perceived ease of use and usefulness vary consistently with digital connectivity, which again drives purchase intentions and actual consumer behavior. These results give evidence of the pivotal role of digital infrastructure in enabling rural populations to engage with e-commerce platforms effectively. The study reprimands the need for better digital connectivity in rural households if equitable participation in the digital economy is to be attained and calls for valuable insights from all key stakeholders, such as policymakers and businesses.