Exploring digital competing capability in the intention to adopt e-commerce (toward a conceptual model)
by Muhammad Kholid Arif Rozaq; Asri Laksmi Riani; Mugi Harsono; Ahmad Ikhwan Setiawan
International Journal of Trade and Global Markets (IJTGM), Vol. 13, No. 2, 2020

Abstract: This paper explores the inconsistencies in the relationship between technology readiness dimension and technology adoption intention along with the existing phenomenon of low e-commerce adoption in Indonesia. The advantage of this research lies in the synthesis to gain and propose a new variable to bridge the inconsistencies. The new variable, digital competing capability, is what distinguishes this research from the previous studies on e-commerce adoption. The propositions for this research were developed from and based on three main theories, namely resource-based view (RBV), competitive advantage, and organisational adaptation. This research is expected to contribute to the development of technology adoption concept, with the appearance of digital competing capability as a new variable. This theoretical contribution helps filling the gaps in previous researches, aiming at strengthening the relationship between technology readiness and e-commerce adoption. Further researches to show empirical model results are highly recommended.

Online publication date: Mon, 20-Apr-2020

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