.... Originality/value Despite the widespread presence of small retailers in emerging economies, few studies have examined technology adoption amongst them. This study is also the first to use the TPB theory in the small retailer technology adoption context. Rajesh K. Aithal is the corresponding author...

... the reasons for the continued market participation of small retailers, suggesting some trends about their future in emerging economies. Social implications Rural periodic markets have affected the overall well-being of surrounding villages by providing opportunities to participate in many ways. This has...