Psychological Traits and Intention to Use E-Commerce among Rural Micro-Entrepreneurs in Malaysia

This study was set out to chiefly examine the influence of psychological traits—need of achievement (“N of Ach”) and risk-taking propensity (RTP)—on perceived usefulness (PUF) and perceived ease of use (PercEU), as well as their effects on the intention to use e-commerce among rural micro-entreprene...

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Bibliographic Details
Published in:Journal of theoretical and applied electronic commerce research 2021, Vol.16 (5), p.1827-1843
Main Authors: Yusoff, Mohd Nor Hakimin Bin, Zainol, Fakhrul Anwar, Hafifi Ridzuan, Razman, Ismail, Mohammad, Afthanorhan, Asyraf
Format: Article
Language:English
Subjects:
Behavior
Coronaviruses
COVID-19
Decision making
Digital technology
Digitization
Economic activity
Economic development
Electronic commerce
Entrepreneurs
Entrepreneurship
GDP
Gross Domestic Product
need of achievement
Pandemics
psychological traits
risk-taking
Rural areas
rural micro-entrepreneurs
Small & medium sized enterprises-SME
Small business
Social networks
technology acceptance model
Technology adoption
Technology utilization
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Summary:This study was set out to chiefly examine the influence of psychological traits—need of achievement (“N of Ach”) and risk-taking propensity (RTP)—on perceived usefulness (PUF) and perceived ease of use (PercEU), as well as their effects on the intention to use e-commerce among rural micro-entrepreneurs. This study exploited the psychological traits theories and the technology acceptance model (TAM) by utilizing samples represented by rural micro-entrepreneurs. The results of the study found that the N of Ach and RTP significantly influence PUF and PercEU. The two original TAM constructs and PercEU have significant relationships with PUF and intention. At the same time, it was also found that there exists a significant relationship between PUF and intention. This study therefore serves to fill the gaps where N of Ach and RTP of rural micro-entrepreneurs are seldom tested to examine the effects of perceptions of benefits and ease of use on the adoption of e-commerce. On top of that, this study provides vital input to policy makers and stakeholders of rural development in their efforts to increase the adoption of e-commerce among rural micro-entrepreneurs.
ISSN:0718-1876
0718-1876
DOI:10.3390/jtaer16050102