Adoption of E-commerce technologies among SMEs in Ghana under the influence of integrated UTAUT and TOE frameworks

Abstract

This paper examined the adoption of e-commerce systems in Ghana under the influence of integrated UTAUT and TOE frameworks. The paper bridges gaps in the literature in the context of understanding how TOE framework constructs moderate the influence of core constructs of UTAUT on the adoption of EC systems among SMEs. The data generated (362) via an online questionnaire from a cross-section of Ghanaian SMEs was analyzed with Smart PLS using the structural equation model methods. The results demonstrate that both performance and effort expectancy of EC systems drive the intention of Ghanaian SMEs to use e-commerce systems. Behavioral intention to use was found to be significant in influencing the adoption behavior of EC systems. However, organizational factors failed to significantly influence the intent to use EC systems. Additionally, the moderating results demonstrated the importance of technological aspects in reducing the impact of performance and effort expectancy on the intention to utilize. Also, environmental factors were substantial in moderating the impact of intention to use on the adoption behavior of EC systems. The implications of these results including both theoretical and managerial are discussed thoroughly to aid both researchers and policymakers when it comes to understanding EC adoption among SMEs.