Clicks vs. Bricks: The Transformation of Traditional Retail in the Era of E-Commerce in Chhattisgarh
DOI:
https://doi.org/10.66635/wnnt8310Keywords:
E-commerce adoption, Retail business performance, Consumer preference shift, Strategic adaptation, Competitive pressure, Digital retail transformation, Traditional retailingAbstract
E-commerce boom has really changed the face of the retail industry, putting the usual retail store system to test, especially in the developing markets. By adopting consumer preference shift and strategic adaptation as mediating variables and competitive pressure as a moderating factor, this paper analyzes the changes in traditional retail performance due to the adoption of e-commerce in Chhattisgarh. The quota and purposive sampling method were used to select a sample of 400 traditional retailers of the five division of Chhattisgarh. The data were obtained by field survey and were processed by the Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that the adoption of e-commerce has a profound positive impact on the performance of retail business directly and indirectly by changing consumer preference towards online shopping and strategic adjustment of retailers. The findings also suggest that competitive pressure within the e-commerce enhances the relationship between e-commerce adoption, strategic adaptation and the performance of the retailers. These results imply that digital change in the retail sector works along interdependent technological, behavioural and strategic channels. The research can add to the literature on the digital retail transformation by carrying empirical evidence based on a regional Indian population and the significance of incorporating digital technologies into adapting retail strategies to stay relevant in the changing shopping ecology.
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