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This study investigates the determinants of e-commerce adoption among Vietnamese SMEs using the TOE framework, integrating factors like AI and consumer behavior. A survey of 391 SMEs reveals that perceived relative advantage, cost acceptability, and ease of use are significant predictors of e-commerce adoption, which in turn enhances marketing performance. The research contributes to both theoretical understanding and practical solutions for improving digital capabilities in emerging markets.

Author

melnahas2020

Language

EN