Dual Role of Trust and Self-Efficacy in Mediating and Moderating the Digital Market Adoption of Underserved MSMEs in Developing Countries

Published: 21 July 2025| Version 1 | DOI: 10.17632/svd9j4d84z.1
Contributors:
, Dedi I Inan, Budi Santoso

Description

This study addresses the critical challenge of digital market adoption among underserved MSMEs in developing countries, who face significant barriers beyond infrastructure. It extends the Technology-Organization-Environment (TOE) framework by incorporating individual-level factors: self-efficacy and trust. This study reveals that trust plays a significant dual role in digital market adoption among underserved MSMEs: acting as a crucial foundational psychological state that enables other factors to influence adoption, and as a moderator that strengthens the impact of perceived usefulness and facilitating conditions on adoption intention.

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Institutions

  • Universitas Papua

Categories

Technology Adoption, Small to Medium Enterprise

Funders

  • Universitas Papua
    Grant ID: SP-30b/UN42.15/PG/2024

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