COMBINATION OF TOE MODEL WITH ENTREPRENEURSHIP IN E COMMERCE ADOPTION BY INDONESIAN RETAIL BASED SMES

Authors

  • Leo Andri Yulius Caesar

Abstract

— E-commerce adoption by Indonesian Small, Medium, Enterprises (SMEs) is important because
of huge market potential, but only 4.6 million SMEs from 59.2 million adopted e-commerce. Technology,
Organization, Environment (TOE) adoption model is flexible and relatively complete though still lacking in
capturing owner’s perspective when applied to SMEs. This research combined TOE model with
Entrepreneurship to empower the model in SMEs’ e-commerce adoption. Partial Least Square is used as
analysis tool to confirm significance of Entrepreneurship in empowering TOE model. With 100 samples,
analysis showed Entrepreneurship can become additional variable empowering TOE model related to
Indonesian SMEs’ e-commerce adoption level. This finding provide new combination model in technology
adoption research, as well as providing insight for business practitioners encouraging SMEs adopting e
commerce

Published

2020-04-30

Issue

Section

Articles