Adoption of E-Commerce Technology Among Young Agro-Entrepreneurs in Coastal Manado: An Analysis Using the Technology Acceptance Model (TAM)
DOI:
https://doi.org/10.35791/jat.v6i1.62192Keywords:
E-Commerce, MSMEs, TAMAbstract
Micro, Small, and Medium Enterprises (MSMEs) in the agricultural sector of Manado’s coastal area are increasingly required to enhance their competitiveness by adopting information technology, particularly e-commerce. E-commerce adoption can improve efficiency, strengthen supply chain relationships, and lower operational costs for agro-entrepreneurs and young farmers, especially compared to traditional business methods. Young agro-entrepreneurs are believed to have a high level of technology acceptance, making them important drivers of digital transformation in coastal agriculture. This study aims to analyze the factors influencing e-commerce adoption among young agro-entrepreneurs in coastal Manado, using the Technology Acceptance Model (TAM) and Partial Least Squares Structural Equation Modeling (PLS-SEM). Stratified random sampling of 111 respondents revealed that computer self-efficacy significantly affects perceived ease of use. Both perceived usefulness and perceived ease of use significantly influence the attitude toward using e-commerce. Furthermore, attitude toward use has a significant impact on the behavioral intention to use e-commerce, which subsequently leads to actual usage. The findings suggest that e-commerce adoption among young agro-entrepreneurs can be further supported by enhancing digital skills, particularly in smartphone-based applications. Future research is recommended to explore the role of mobile technology self-efficacy in e-commerce adoption within agricultural MSMEs.
Keywords: E-Commerce, MSMEs, TAM.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
