The B2C Adoption in Retail Firms in India

B2C platform in retail firms has been readily adopted in more developed countries, but is still lagging in developing nations. Information technology can reinforce the competitive advantage for retail companies. One of the main streams of the IS (information system) research is the explanation and prediction of information technology adoption in organizations. This paper examines various factors that affect B2C adoption in the retail companies. In order to find the factor in a logical and systematic way, an extension of the Tornatsky and Fleischer´s TOE (technology-organization-environment) framework is used by including another aspect: consumer. So the framework adopted for studying the B2C adoption is TOEC framework. All the factors that will greatly influence the B2C adoption in retail companies were listed under TOEC framework and a leading Indian retail company´s B2C adoption process was studied as a case. Some special factors are given out that may be helpful for B2C adoption.