E ‐Commerce in Mauritius: Exploring the Nexus of User Expectations and Technological Acceptance

This study explores the adoption of e-commerce in Mauritius, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) framework and Structural Equation Modeling (SEM). The study examines key factors such as performance expectancy (PE), social influence (SI), effort expectancy (EE), and facilitating conditions (FC), while accounting for demographic variables like age and gender. The findings indicate that PE and SI do not significantly affect the acceptance and usage of e-commerce in Mauritius, suggesting that users may not be primarily driven by the perceived benefits or societal pressures. This reveals a distinct cultural context in which e-commerce adoption operates differently on the island. EE, however, emerged as a critical determinant of e-commerce adoption. The ease of use and user-friendliness of platforms play a significant role in motivating users to engage with online shopping, consistent with prior research linking ease of use to technology acceptance. Interestingly, the study also found that FC, such as access to resources and support systems, do not significantly influence users' intentions, which may reflect the self-sufficiency of users in navigating e-commerce platforms without external assistance. Demographically, the study found no significant direct influence of age and gender on overall user acceptance of e-commerce. However, patterns emerged where male respondents and younger individuals were more inclined to use e-commerce platforms, aligning with general perceptions of younger, more tech-savvy users. While age and gender did not drastically alter acceptance rates, these variables did influence usage frequency and preferences, highlighting subtle trends in demographic-specific e-commerce behavior. The findings carry substantial implications for both policymakers and businesses in Mauritius. Given the importance of EE, policymakers should focus on promoting digital literacy initiatives, particularly for women and older adults, to foster wider e-commerce participation. Businesses must prioritize user-friendly design in their online platforms and address security concerns to build confidence among hesitant users. Future research should further investigate cultural factors, trust, and security in e-commerce adoption, while addressing the limitations of this study, including potential sample bias and overreliance on social media-based recruitment.