An Empirical Study of E-Marketplace Acceptance by MSMEs in Bali using TOE Model

In the world today, undoubtedly e-commerce has proven to be beneficial and convenient to both merchants (seller) and consumers (buyer) particularly with various e-marketplace platforms such as Lazada, Shoppe, e-bay and many more. However, not many entrepreneurs took up the opportunity and ventured into e-marketplace. This scenario is more noticeable among the MSMEs entrepreneurs in developing countries. Hence, this study aimed to fill the gap and provide richer insights in technology acceptance from the user, environment, technology, and organizational side by applying the Technological, Organizational, and Environmental (TOE) framework model. This research was conducted in three regencies of Bali (Denpasar, Badung and Gianyar) by distributing five-point Likert scale questionnaires to 100 entrepreneurs (who meet the criteria). The developed hypotheses testing analysis was based on Partial Least Square Structural Equation Model (PLS-SEM) and was conducted using SmartPLS 3.0. Findings obtained revealed that organizational (p = 0.042, and t-statistics = 2.062) and environmental factors (p = 0.011 and t-statistics = 2.587) had positive significance towards behavioral intention (BI) in accepting e-marketplace.