E-commerce adoption among micro agri-business enterprise in Longsheng, China: The moderating role of entrepreneurial orientation

Frontiers in Psychology

article

Hanfang Li¹  Guateng Liow²  Shengjun Yuan¹ 

[1] School of Digital Economy, Guilin University of Electronic Technology;School of Business, Shandong Xiehe University

关键词: E-commerce adoption;    TOE framework;    Entrepreneurial orientation;    Poverty alleviation;    Rural China;   

DOI  :  10.3389/fpsyg.2022.972543

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

E-commerce in agri-business enterprises is a potent force in eradicating rural poverty in China. However, it has not reached its potential as many of the agri-business enterprises in rural areas are slow in re-thinking their distribution channel and implement e-commerce. This study utilizes the multidimensionality of the Tornatsky and Fleisher Technology-Organization-Environment (TOE) framework to provide insights into why rural agri-business enterprises are not adopting e-commerce strategies. Specifically, it examines the moderating role of entrepreneurial orientation (EO) on the relationship between the sub-variables in the three contexts and e-commerce adoption. Empirical data from 192 micro agri-business enterprises were analysed using PLS-SEM. The results show that relative advantage, organization readiness, competitive pressure and government support have a direct positive impact on e-commerce adoption except cost. The results also show that EO does not have a significant role in moderating the variables in the organizational context and environmental context. EO only moderated the relationship between relative advantage in the technology context and e-commerce adoption. This study advances research on e-commerce adoption by highlighting the importance of the owners’ EO as a moderator between TOE factors and e-commerce adoption. It suggests that entrepreneurship must be pursued vigorously among agribusiness owners in rural China to enhance the adoption of e-commerce.

【 授权许可】

CC BY