Taming the Amazon: The domestication of online shopping in Bangalore, India

Priyank Chandra, Jay Chen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Marketplaces are rich sites for studying existing practices surrounding technology adoption, as well as for understanding how the entry of new technologies impact a diversity of social-economic groups. With the high-profile entry of e-commerce companies into the Indian retail scene, this paper seeks to understand the ways in which online shopping integrates into the everyday practices of shoppers. Using semi-structured qualitative interviews with shoppers in marketplaces at Bangalore, India and through the lens of domestication theory, we examine how the relationship between online shopping and shoppers is constructed. Beyond individual agency, this paper describes how institutional, infrastructural, and cultural forces shape the use and non-use of online marketplaces. By specifically studying non-use, we improve our understanding of the shortcomings of existing sites where technologies are encountered and of the potential considerations for future introductions of new ICTs.

Original languageEnglish (US)
Title of host publicationProceedings of the 10th International Conference on Information and Communication Technologies and Development, ICTD 2019
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450361224
DOIs
StatePublished - Jan 4 2019
Event10th International Conference on Information and Communication Technologies and Development, ICTD 2019 - Ahmedabad, India
Duration: Jan 4 2019Jan 7 2019

Publication series

NameACM International Conference Proceeding Series

Other

Other10th International Conference on Information and Communication Technologies and Development, ICTD 2019
CountryIndia
CityAhmedabad
Period1/4/191/7/19

Keywords

  • Domestication theory
  • E-commerce
  • ICTD
  • Marketplaces
  • Online shopping

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications

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