Variables concerning individual perceptions of ecommerce technologies

In developing countries, there are three apparent dimensions of perceived performance
expectancy. E-commerce may be perceived in terms of its social usefulness, i.e. an expectancy
that ecommerce adoption will bring about social development. For example, the Imperial
Tobacco Company (ITC) in India is trying to adopt internet technologies to adopt internet
kiosks (e-choupal) in rural India. As a corporate entity, the ITC has no economic stake in it;
however, it believes that e-couples will allow farmers to check regional and worldwide
commodity markets to price their harvest (none of which is tobacco), order fertilizer, consult
agronomists, and even buy health insurance online. Engulfed in feudal poverty and with little
or no access to information, e-commerce is perceived to be useful in social development to
‘transform the rural life in India’