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Factors influencing electronic service adoption in Kosovo: A socioeconomic analysis

Mirjeta Domniku,Rajan Arapi,M. Kačamakovic

Published 2025 in Multidisciplinary Science Journal

ABSTRACT

The rapid advancement of digital technologies has significantly impacted businesses in Kosovo, leading to the adoption of electronic services and the transformation of customer engagement strategies. This study investigates the factors influencing electronic service adoption, focusing on individual-level aspects (such as time constraints, costs, ease of use, and personal income) and demographic characteristics (including gender, age, education, and income). A quantitative methodology was employed, gathering data from 180 participants through surveys, which were subsequently analyzed via correlation and regression techniques. There is a strong positive correlation between income levels and electronic service usage. Compared with older individuals, younger individuals are more inclined to adopt digital services. Gender significantly influences adoption rates, with women demonstrating higher usage rates. Businesses should prioritize the targeting of younger, higher-income demographics to expand digital offerings, whereas policymakers need to address disparities in digital access and literacy to foster inclusive growth. The findings reveal a strong positive correlation between income levels and the use of electronic services, indicating that individuals with higher earnings are more likely to adopt these technologies. Additionally, a significant negative relationship between age and digital service usage suggests that younger individuals are more inclined to embrace electronic solutions. These findings have important implications for businesses and policymakers in Kosovo. Companies aiming to expand their digital offerings should consider targeting younger, higher-income demographics, as they are more likely to adopt and utilize electronic services. However, this also highlights potential disparities in access to digital technologies, which may exacerbate existing socioeconomic inequalities. To address this, policymakers and businesses should collaborate to develop strategies that promote digital literacy and accessibility across all age groups and income levels. By addressing these disparities and promoting inclusive digital adoption, Kosovo can harness the full potential of electronic services to drive economic growth and enhance the quality of life for its citizens.

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