B2B e-commerce adoption and its effect on SMEs’ brand equity: The integrative perspective of TOE and TAM

The study integrated the Technology Acceptance Model (TAM) and Technology-Organisational-Environmental (TOE) framework with government support (GS) as a moderator to explain SMEs' B2B e-commerce (B2B EC) adoption decisions. The study further examined the nexus between B2B EC and SMEs' brand equity from the perspective of business customers. We analysed data from 284 executives of 142 SMEs from the manufacturing sector using PLS-SEM. The result shows that all the TOE elements directly affect manufacturing SMEs' B2B EC adoption decisions, except for competitive pressure. Cost of adoption has the highest but statistically significant negative influence on manufacturing SMEs' B2B EC adoption decisions. The TAM elements significantly mediate the links between the elements of the TOE framework (technological, organisational, and environmental) and SMEs' B2B EC adoption. GS has a significant interactive influence on the positive relationship between top management support, cost of adoption, relative advantage, compatibility, and B2B EC acquisition among SMEs in the manufacturing sector. Finally, adopting B2B EC significantly positively influences SMEs' brand equity from the perspective of business customers. The study represents a pioneering effort or initiative that integrates the TAM and TOE with government support as a moderator to explain manufacturing SMEs' B2B EC adoption and how the adoption influences SMEs’ brand equity.