Owner’s Innovativeness as a Moderator in Online Marketplace Adoption Intention: A Conceptual Framework Based on the TOE Framework
List of Authors
Ainaa Idayu Iskandar, Astra Prima Budiarti, Norazira Mohd Abas, Rizuwan Abu Karim, Zulkefli Muhamad Hanapiyah
Keyword
Intention to Adopt, Micro and Small Enterprise, Online Marketplace, Personal Innovativeness
Abstract
Enhancing the intention of Food Micro and Small Enterprises (MSEs) to adopt online marketplaces, aimed at increasing local product market penetration and improving business efficiency, could significantly contribute to economic development in Indonesia. This paper aims to establish a framework derived from a literature review to elucidate the factors influencing the online marketplace adoption intentions of Food MSEs in Indonesia. A thorough literature review on adoption intention was conducted to propose a conceptual framework demonstrating the linkages between organizational determinants the intention to adopt online marketplaces, which moderated by personal innovativeness. The proposed framework is suitable for application by Food MSEs in Indonesia and may also be utilized in other Food MSE sectors within rural business areas. The implementation of this conceptual model would enable governments to gain a better understanding about the impact of the proposed factors on the intention to adopt online marketplaces among Food MSEs, thereby facilitating the development of suitable policies. Additional empirical research is necessary utilizing a structural equation modelling (SEM) approach to confirm the impact of the proposed framework and hypotheses.