The E-Commerce Adoption of Micro and Small Enterprises in Naga City, Philippines
Abstract
E-commerce provides micro and small enterprises (MSEs) in the Philippines access to broader markets, improved customer engagement, and cost-efficient operations. However, many enterprises face challenges in fully utilizing digital technologies due to limited capacity and understanding. This study examined the adoption of e-commerce among MSEs in Naga City, using the Technology Acceptance Model (TAM), focusing on marketing, logistics, and financial operations. An explanatory mixed-method design was employed, integrating survey data from 50 registered enterprises and key informant interviews. The instrument demonstrated high reliability (Cronbach’s alpha of 0.897). Findings revealed that most MSEs utilize social media, particularly Facebook, as their primary e-commerce platform. Respondents strongly agreed that e-commerce platforms are easy to use, enabling efficient communication, customization, and navigation. They also perceived high usefulness in marketing, logistics, and financial operations, particularly in reaching customers, improving inventory management, and enhancing financial decision-making. Correlation analysis showed a significant positive relationship between perceived ease of use and perceived usefulness, with the strongest association in financial operations. The study concludes that e-commerce enhances operational efficiency and performance, highlighting the need for strengthened digital literacy, localized platforms, and institutional support to sustain business growth.
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