Modeling the Micro-Entrepreneurs’ E-commerce Acceptance: The Role of Government Support Programme

Abstract

This study aims to measure the role of government digitalization support programme (GSP) in enhancing rural e-commerce activities. In this study, GSP was introduced as a new independent variable in Technology Acceptance Model. The results showed that GSP in fact did not significantly act as a moderating variable in TAM. Notwithstanding that, GSP had a significant influence in the direct relationship with intention. Meanwhile, the study expected PEOU and PU to play a big role in influencing the intention. Indeed, the role of GSP in TAM has never been tested and it rarely gets any attention from researchers. Thus, this study fill the research gap and seeks that the findings from this study will shed new light on TAM as well as the studies on government business support. The study also outlines a number of recommendations to further support the digitalization of rural business activity.