Social Influence As Predictor Of Usage Behaviour In Indian Rural Market
Abstract
This research tries to explore the relationship between social influence and usage behaviour in Indian rural market. Also, this paper explores the mediating role of perceived ease of use in the relationship between social influence and usage behaviour in Indian rural market. The sample was collected from the villages of north India (n=311). Hierarchical regression analysis was used to analyse the predicting and mediating relationship between the variables under study. The study has some limitations and future research directions also