Advances in Consumer Research
Issue 1 : 36-48
Original Article
Technology Diffusion in Informal Retail Ecosystems: A Bibliometric Review
 ,
1
Research Scholar, School of Management Studies, Cochin University of Science and Technology,
2
Associate Professor, School of Management Studies, Cochin University of Science and Technology,
Abstract

This paper aims to contribute to the diffusion and use of information and communication technology in the informal retailing of street vendors who significantly contribute to the economy. A street vendor sells to the public without having a permanent structure and instead relies on a temporary static structure or head-load, a definition included in the National Policy on Indian street vendors. Several studies have been done that aim explicitly at street vendors' challenges. This study uniquely synthesizes fragmented research on street vendor technology adoption and proposes a structured agenda for future research grounded in innovation and technology acceptance theories.. The methodology used was bibliometric analysis with the Vos viewer tool and Biblioshiny package in R software. Also, content analysis is done by selecting forty articles from the Web of Science Database. The areas for future research identified are; the study of the implementation of innovation analysis using the variables perceived usefulness, ease of use, technology readiness, perceived trust, and risk. Rejection or discontinuance may also hold a potential study area and practical implication for researchers and policymakers. These insights are particularly relevant for policymakers and development agencies aiming to design context-sensitive digital interventions that support financial inclusion and sustainable livelihoods in the informal retail sector.

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