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Omnichannel Retail Adoption in SMEs Indonesia by atik is a document available to read on EtoBox.

This study investigates the intention of SMEs in Indonesia to adopt omnichannel retailing, utilizing the UTAUT model with personal innovativeness as a moderating variable. Data from 90 SMEs in Malang City revealed that personal innovativeness and performance expectations significantly influence the intention to adopt omnichannel, while effort expectations do not. The findings emphasize the importance of recognizing SMEs as key users of omnichannel systems to enhance customer engagement and competitive advan

Author

atik

Language

EN