Digitalisation is (not) strategy for Micro Business Stability: TAM Extended Model

Abstract

. The 4.0 era is a time where businesses have less-barriers and are interconnected in real time by which innovation is necessary and the internet is an imperative tool to survive. Digital businesses as a result of innovation grow rapidly. The number of customers that trade digitally shows a drastic increase and businesses are forced to adopt new technologies in their business. The research aims are threefold; 1. to discuss what substantial variables affect adopter characteristics, 2. to elicit technical reasons that avoid the technology and innovation adoption, and 3. to uncover resistance reasons in adaptation innovation in micro businesses. Furthermore, this research was conducted to test TAM extended model by interviewing 1000 mobile street vendors in Magelang, Temanggung, Wonosobo, Purworejo, Salaman and Sawangan. After conducting a mixed-method analysis, this research has not only discovered the main variables affecting adopters’ characteristics; additionally, this research has discovered an in depth understanding behind the reason why digitization is not a strategy for micro business stability and survival.