INVESTIGATING FACTORS IN THE TECHNOLOGY-ORGANIZATION-ENVIRONMENT (TOE) MODEL THAT PROMOTE SMALL AND MEDIUM-SIZED BUSINESSES (SMES) IN THE FOOD INDUSTRY TO ADOPT E-COMMERCE
Keywords:
E-Commerce, Food Industry, Small and Medium-Sized Businesses (SMEs, Technology-Organization-Environment (TOE) ModelAbstract
E-commerce as a medium for online transactions by business actors can increase the productivity of small to medium-scale food businesses (SMEs). This work is research on determinants adopted by e-commerce food small to medium-sized businesses (SMEs) based on the technology-organization-environment model. The results of data collection by using Smart PLS with the results of the technological indicators, perceived benefit and perceived compatibility have a significant affect the technology in terms of adoption of e-commerce by small to medium-sized food businesses (SMEs). Organizational indicators, firm size and organization readiness have a significant affect the organization in terms of adoption of e-commerce by small to medium-sized food businesses (SMEs), but culture has not significant. Moreover, environmental indicators, customer pressure, competitor and external support have a significant affect the environment in terms of adoption of e-commerce by small to medium-sized food businesses (SMEs). The data that has been generated can be used by the small to medium-scale food business management agency in Bangkok, Thailand to formulate strategies for increasing the productivity of food industries.
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