Comparing potential and actual mothers in platform adoption

Abstract

China's recent shift to a two-child policy has important implications for the mother and baby industry in China. E-commerce platforms of pregnancy and parenting are likely to see substantial growth in the coming years. This paper looks at mothers' adoption of e-commerce platforms of pregnancy and parenting. We develop a theoretical model to explain the joint effects of content, social, and process gratifications and mother characteristics on their platform adoption. The model will be tested using survey data from e-commerce platforms of pregnancy and parenting in China. This study will enrich our understanding of mothers' adoption of e-commerce platform of pregnancy and parenting and should be of interest to IS researchers as well as practitioners who want to further develop their e-commerce platform. Keywords: e-commerce platforms ,pregnancy and parenting, platform adoption, uses and gratifications theory, construal level theory