Prabandhan: Indian Journal of Management

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MSMEs in Emerging Markets : An Exploration of the Stage Model of E-Commerce Adoption


Affiliations
1 Professor (Corresponding Author), Mittal School of Business, Lovely Professional University, Phagwara - 144 411, Punjab, India
2 Assistant Professor, Khalsa College, Garhdiwala, Hoshiarpur - 144 207, Punjab, India
3 Post-Doctoral Fellow, Indian Institute of Management Amritsar, G.T Road, Amritsar - 143 105, Punjab, India
     

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Purpose : This paper aimed to develop a holistic e-commerce adoption model and explore the significant factors at various stages of e-commerce adoption in emerging markets in micro, small, and medium enterprises (MSMEs).

Design/Methodology/Approach : A research model was developed by combining the diffusion of innovation and technological-organizational-environmental models with a staged model. A purposive sampling method was followed, and 384 MSME units were selected. A quantitative approach was used with a structured questionnaire as a research instrument.

Findings : The factors that influence the adoption of e-commerce were observed in two ways; one is a sequential way where an enterprise starts with primary e-mail and, step by step, reaches the most advanced stage, which included not only online ordering but also online payment capabilities. Furthermore, while moving to advanced stages of e-commerce adoption, enterprises follow a nonsequential way, where an enterprise could skip some stages while moving to complex stages of e-commerce adoption.

Research Implications : Various stakeholders would understand the barriers faced by the MSMEs in emerging markets so that necessary steps could be initiated to tackle this issue.

Originality/Value : The study proposed a novel, holistic e-commerce adoption model and addressed the research gap by seeking to understand how MSMEs in India were adopting e-commerce by exploring their level and sequence of adoption.


Keywords

Micro, Small, and Medium Enterprises, Electronic Commerce, Information and Communication Technology, Diffusion of Innovation.

JELClassification Codes : L81, M31, O14

Paper Submission Date : September 25, 2022 ; Paper sent back for Revision : May 6, 2023 ; Paper Acceptance Date : July 10, 2023 ; Paper Published Online : August 16, 2023

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  • MSMEs in Emerging Markets : An Exploration of the Stage Model of E-Commerce Adoption

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Authors

Pawan Kumar
Professor (Corresponding Author), Mittal School of Business, Lovely Professional University, Phagwara - 144 411, Punjab, India
Harpreet Kaur
Assistant Professor, Khalsa College, Garhdiwala, Hoshiarpur - 144 207, Punjab, India
Gursimranjit Singh
Post-Doctoral Fellow, Indian Institute of Management Amritsar, G.T Road, Amritsar - 143 105, Punjab, India

Abstract


Purpose : This paper aimed to develop a holistic e-commerce adoption model and explore the significant factors at various stages of e-commerce adoption in emerging markets in micro, small, and medium enterprises (MSMEs).

Design/Methodology/Approach : A research model was developed by combining the diffusion of innovation and technological-organizational-environmental models with a staged model. A purposive sampling method was followed, and 384 MSME units were selected. A quantitative approach was used with a structured questionnaire as a research instrument.

Findings : The factors that influence the adoption of e-commerce were observed in two ways; one is a sequential way where an enterprise starts with primary e-mail and, step by step, reaches the most advanced stage, which included not only online ordering but also online payment capabilities. Furthermore, while moving to advanced stages of e-commerce adoption, enterprises follow a nonsequential way, where an enterprise could skip some stages while moving to complex stages of e-commerce adoption.

Research Implications : Various stakeholders would understand the barriers faced by the MSMEs in emerging markets so that necessary steps could be initiated to tackle this issue.

Originality/Value : The study proposed a novel, holistic e-commerce adoption model and addressed the research gap by seeking to understand how MSMEs in India were adopting e-commerce by exploring their level and sequence of adoption.


Keywords


Micro, Small, and Medium Enterprises, Electronic Commerce, Information and Communication Technology, Diffusion of Innovation.

JELClassification Codes : L81, M31, O14

Paper Submission Date : September 25, 2022 ; Paper sent back for Revision : May 6, 2023 ; Paper Acceptance Date : July 10, 2023 ; Paper Published Online : August 16, 2023


References





DOI: https://doi.org/10.17010/pijom%2F2023%2Fv16i8%2F173062