Causal Factors of Sales Technology Adoption Affecting The Behavior Intentions of The Online Business in Small and Medium Enterprises
Keywords:
Perceived Value, User Access, Social Influence, Sales Technology, Behavior IntentionsAbstract
Web shopping is one of the most popular activities on the internet, but the reason why consumers shop online is unclear. The objectives of this study were: 1) to study the causal factors level affecting sales technology adoption and behavior intentions of the online business in small and medium enterprises, 2) to study the influence of causal factors of sales technology adoption affecting behavior intentions of the online business in small and medium enterprises, and 3) to develop a model the causal factors of sales technology adoption affecting behavior intentions of the online business in small and medium enterprises. A researcher collected data from interviews and online questionnaires with online business entrepreneurs, using the Krejcie & Morgan (1970) and collecting a sample of 384 people and statistics analysis by Structural Equation Model: SEM.
The results of the analysis concluded that perceived value level in use affected sales technology adoption, perceived value in use affected behavior intents through sales technology adoption, user access affected sales tech adoption, user access affected behavior intentions through sales tech adoption, social influence affected sales technology adoption, social influence affected behavior intents through sales technology adoption, and sales technology adoption affected behavior intentions. The online business can identify the use of sales technology. It can also be used to increase the behavior intentions of customers to buy products online and make online businesses able to compete with other entrepreneurs
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