The Mediating Role of Intention to Use E-Commerce Adoption in MSMEs

Abstract

This research placed its goal to cognize gaps found at Micro, Small, and Medium Enterprises (MSMEs) adopting E-Commerce in West Kalimantan, Indonesia. Previously conducted studies referred more to the national context. Thus, the complexity of implementation frequently appeared. This research applied an explanatory survey method and engaged organizations. The survey was conducted to 112 MSMEs using electronic media and aimed to the management. Nonetheless, only 92 respondents successfully submitted and fully filled out questionnaires. Technology, Organization, and Environment (TOE) Framework Approach was in use to satisfy the requirements of E-Commerce Adoption. Data were processed by using the Likert Scales and Structural Equation Modeling-Partial Least Square (SEM-PLS). The analysis instrument was SmartPLS Software. Based on path analysis, improving E-Commerce Adoption can only be actualized through direct relationships and focus on the intention to use. The path coefficient is 0.746. The success relies strongly on influencing factors of technology, organization, environment, and individuals mediated by intention to use E-Commerce Adoption in MSMEs in West Kalimantan. Readiness to have the intention to use is inseparable from primary indicators and becomes the main gaps requiring follow-up actions. It is obviously noted that examination of the research model shows decent results due to 86.2% of predictive relevance.