Cashless economies, digital wallets, and electronic transactions have grown in popularity in urban areas due to the influence of various factors. Therefore, the factors that influence the acceptance of e‑wallets among Indian rural consumers remain in question. To bridge this literature gap,...

Purpose This study proposes a hierarchic segmentation that develops a tree-based classification model and classifies the cases into groups. This allows for the definition of e-commerce user profiles for each of the groups. Additionally, it facilitates the development of actions to improve the...

The increasing complexity of global food supply chains has heightened consumer concerns about food safety, quality and authenticity, and triggered a growing demand for transparency-enhancing technologies such as blockchain. This study examines the factors influencing consumers' intention to...