What does this research mean for the field?

Barriers and accessibility factors significantly influence online shopping adoption among rural consumers in Salem District. Novelty: ClaimNovelty.SYNTHESIS. Consensus alignment: ConsensusAlignment.NEUTRAL.

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March 7, 2026Open Access

Bridging The Digital Divide: Barriers and Accessibility Shaping Online Shopping Adoption Among Rural Consumers in Salem District

Key Points

To explore the factors affecting online shopping adoption among rural consumers in Salem District, focusing on barriers and accessibility.
Qualitative interviews with rural consumers
Analysis of barriers to online shopping
Examination of accessibility issues related to digital platforms
Identified key barriers include lack of internet access and digital literacy
Accessibility challenges limit consumer engagement with online shopping
Recommendations made for improving digital infrastructure in rural areas

Abstract

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