Increasing Intention to Continue Participating in Digital Transformation among SMEs: Partial Least Squares Structural Equation Modeling (PLS-SEM) Analysis Using R

This study investigates the determinants of Vietnamese enterprises' intention to persist with digital transformation amid increasingly interconnected supply chains and the rapid expansion of e-commerce. It explores this intention from the customer satisfaction perspective, considering the transformation of enterprises and technology providers facilitating this process. Employing structural equation modeling (SEM), this study analyzes data collected from 752 managers of small- and medium-sized enterprises (SMEs) within the logistics and import-export sectors. These findings indicate that compatibility, confirmation, perceived usefulness, and perceived ease of use significantly affect customer satisfaction and influence the intention to continue digital transformation. This study offers managerial implications for enhancing satisfaction and promoting digital transformation by integrating compatibility with confirmation.