NGHIÊN CỨU CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN VIỆC ÁP DỤNG THƯƠNG MẠI ĐIỆN TỬ TẠI CÁC HỘ KINH DOANH VIỆT NAM

Abstract

The study aims to clarify the factors affecting the adoption of e-commerce in Vietnamese home-based businesses. The study uses partial least squares structural equation (PLS-SEM) based on 210 valid survey samples to analyze and test the hypotheses of the research model. The research results show that 3 factors of relative advantage, competitive pressure, and attitude of home-based business owners have an impact on the adoption of e-commerce in business. The attitude of the home-based business owner has the greatest impact on whether or not a home-based business applies e-commerce. From there, the study proposes implications to encourage home-based businesses in Vietnam to apply e-commerce to enhance business performance.