Determining the factors effecting on e-commerce adoption intentions in the United Arab Emirates (UAE): Mediating role of perceived strategic value

For small and medium enterprises (SMEs), e-commerce can provide a significant competitive advantage over their business rivals. Recent studies conducted in both developing and developed countries have provided compelling evidence that adopting e-commerce is an effective means of saving time and accomplishing tasks with accuracy and speed. This research aims to investigate the elements that influence the adoption of e-commerce in SMEs in the United Arab Emirates (UAE). This study focuses on the impact of technological factors (RA and TC), organizational factors (FS and DMK), and environmental factors (CP and CR), and how these factors affect the strategic perceived value and intention of e-commerce adoption among the SMEs in UAE. A theoretical model has been designed based on the Technology, Organization, Environment (TOE) framework and the diffusion of innovations (DOI) theory. Both frameworks are essential to examine the effects of multiple determinants on the intention to adopt e-commerce and to confirm the related advantages of e-commerce implementation at varying stages. Data were collected from various SMEs in the UAE, with the respondents comprised of owners and managers of SMEs from different industries. This was based on the understanding that e-commerce interests are on the rise among SMEs in the country. A questionnaire was designed based on demographic information from 380 respondents, along with adapted items from existing scales for all study constructs. The study used a non-probability sampling approach to collect data from the managers of SMEs in various UAE industries. The study used Google Surveys to disseminate the designed questionnaire and collect valuable data from the respondents. Measurement and structural models were applied using SmartPLS 3 for analyzing the data. The findings reveal a significant effect of Technological Factors (TC and RA), Environmental Factors (CR and CP), Organizational Factors (DMK and FS), and Environmental Factors (CR and CP) on ECAI and PSV. In addition, PSV was found to have a significant positive effect on ECAI organizations. However, the results revealed that Organization Factors (DMK and FS) and Technological factors (TC and RA) showed an insignificant effect on ECAI organizations. The results also demonstrated the mediating role of PSV in the link between Organizational Factors (DMK and FS), Environmental Factors (CR and CP), and ECAI organizations. However, PSV did not mediate the relationship between Technological Factors (TC and Relative TA) and ECAI organizations. The present study also highlighted the implications of the research, future research recommendations, and limitations.