Behavioral Factor Influencing Indonesian Micro, Small and Medium (MSME’s) Owners Decision-Making in Adopting E-Commerce
The internet has made tremendous change in various sectors. The internet plays a pivotal role in our daily lives. Business and economic are growing rapidly due to vast and current information from the internet. E-commerce is one of the applications on the internet. This application transcends space, time and space and therefore, makes business transaction between sellers and buyers easier. Because of its convenience, business practitioners, including actors of Micro, Small and Medium Enterprises (MSMEs) in Indonesia use E-commerce. MSME is an individually-owned business or business entity where decision making is dominantly carried out by business owner. The purpose of this study was to describe factors that influenced MSME business owners’ decisions to use e-commerce. The research method was library study examining theories related to the application of e-commerce and reviewing the findings of previous related. The finding showed that there are 4 (four) factors that influenced MSME owners’ decision-making in using e-commerce, namely value, personality, tendency to take risks and potential uncertainty. The most dominant factor affecting the MSME owners’ decision to adopt was the tendency to take risks.
Keywords: E-commerce; MSME; Decision-making
Reference to this paper should be made as follows: Kurniawati, E., & Chrissendy Dian Saputra, M. (2019). Behavioral Factor Influencing Indonesian Micro, Small and Medium (MSME’s) Owners Decision-Making in Adopting E-Commerce, Journal of Entrepreneurship, Business and Economics, 7(1), 92–104
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