Conceptualizing The Moderating Role of Owners' Entrepreneurial Orientation in The Relationship Between E-Commerce Adoption and Smes Performance

Abstract

This conceptual study investigates the proposed moderating role of owners' entrepreneurial orientation in the relationship between e-commerce adoption and the performance of small and medium-sized enterprises (SMEs). A quantitative research design featuring a cross-sectional approach is planned. Data will be proposed to be collected from SME owners across various sectors using stratified random sampling to ensure diverse industry representation. The study will examine three primary constructs: e-commerce adoption, SME performance, and entrepreneurial orientation (evaluated based on innovativeness, risk-taking, and proactiveness). An offline survey is proposed for data collection, and Partial Least Squares Structural Equation Modeling (PLS-SEM) will be employed to analyze the relationships between variables, with bootstrapping techniques planned to validate the model. The anticipated results suggest a positive correlation between e-commerce adoption and SME performance, with owners' entrepreneurial orientation expected to significantly moderate this relationship. These findings aim to contribute to theoretical advancements in entrepreneurship and e-commerce, providing practical insights for SME owners and policymakers on fostering e-commerce adoption and entrepreneurial strategies to improve business performance.