Title: Exploring digital competing capability in the intention to adopt e-commerce (toward a conceptual model)

Authors: Muhammad Kholid Arif Rozaq; Asri Laksmi Riani; Mugi Harsono; Ahmad Ikhwan Setiawan

Addresses: Department of Art Management, Faculty of Arts, Indonesia Institute of the Arts of Yogyakarta, Doctorate Program of Faculty of Economics and Business, Sebelas Maret University, Surakarta, 57126, Indonesia ' Faculty of Economics and Business, Sebelas Maret University, Surakarta, 57126, Indonesia ' Faculty of Economics and Business, Sebelas Maret University, Surakarta, 57126, Indonesia ' Faculty of Economics and Business, Sebelas Maret University, Surakarta, 57126, Indonesia

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.

Keywords: e-commerce; digital competing capability; technology readiness; e-commerce adoption; MSME; micro; small and medium enterprises.

DOI: 10.1504/IJTGM.2020.106750

International Journal of Trade and Global Markets, 2020 Vol.13 No.2, pp.199 - 219

Received: 07 Oct 2018
Accepted: 02 Apr 2019
Published online: 20 Apr 2020 *

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