The Moderating Role of Technical Capability on the Relationship between Toe’s Model Factors toward Advanced it Adoption and Competitive Advantage in Malaysia Telecommunication Industry

The contribution of the Malaysian telecommunication sector is lower than ASEAN countries, the volume of telecommunications and media has reduced between 2020-2023, and the contribution of the telecommunication sector to the nation's GDP is less than other countries in Asia.which raises an important question of how to improve it.This study aimed to develop an integrated model of TOE and DOI factors advanced technology adoption and technical capability as drivers of competitive advantage in the telecommunication industry in Malaysia.A survey-based method was used to collect the data and 348 usable responses were obtained and analysed using the appropriate statistical methods.Non-probability sampling through using convenience sampling technique was used.The data was analysed using variance-based SEM, known as the SmartPLS.This study revealed that relative advantage, complexity, compatibility, financial resources, competitive pressure, and government regulation were found to have a significant positive relationship with advanced IT adoption.Advanced IT adoption was found to have a significant positive relationship with competitive advantage.Advanced IT adoption mediates the relationship between relative advantage, complexity, compatibility, financial resources, competitive pressure and competitive advantage.It was found that technical capability significantly and positively moderates the relationship between advanced IT adoption and competitive advantage.