The Review of TOE Factors Influencing Sales Performance Among SMEs and Mediated By The Online Platform Adoption

Sales performance is important for companies to measure their current stability and ability to grow or sustain in the competitive market. In fact, for businesses to continue to face significant challenges in identifying the factors that would affect sales outcomes, technology will be a component of a growing presence. This research aims to explore these trends within retail sectors among Small and Medium-Sized Enterprises (SMEs) in Malaysia. This study uses the Technology-Organization-Environment (T-O-E) framework as a base model; meanwhile Attention-Based View (ABV) provides additional theoretical support. In this conceptual framework, sales performance is positioned as a dependent variable with online platform adoption serving as a mediating factor. Independent variables in this study are perceived compatibility, relative advantage, perceived cost, top management support, and government support, which these components derived from the T-O-E framework. Moreover, this research seeks to identify the technology adoption process and to boost sales performance through digital integration, and deliver practical insight that will be utilized. Quantitative research method applied in this research with a sample of 384 respondents, according to Krecjie and Morgan sample size table, and targeted specifically at retail sectors in Malaysia. SME Corp Malaysia, the Ministry of Entrepreneur Development and Cooperatives (MEDC), and Malaysia Digital Economy Corporation (MDEC) are government agencies sources of data for this paper. The end of this research seeks to emphasize the critical role of online platform adoption by enhancing sales performance and shedding light on digital transformation of SMEs in Malaysia, thus offering strategic insights for key stakeholders.