Mobile commerce acceptance among micro, small, and medium enterprises in Indonesia: A case in the culinary sector

Micro, small, and medium enterprises (MSMEs), especially those in the culinary sector, play an important role in Indonesia, to the extent that the government encourages them to digitize and expand their markets. GoBiz—a part of the Gojek digital mobile commerce (m-commerce) ecosystem—is one of the technologies supporting the digital transformation of culinary sector MSMEs. This study aimed to analyze the acceptance of m-commerce use among MSMEs in the culinary sector. The unified theory of acceptance and technology version 2 was used, which we extended by including the type of MSME as a moderating factor. This study employed a quantitative approach using an online questionnaire completed by 400 culinary MSMEs who used m-commerce and a qualitative approach through interviews with 30 such MSMEs (purposive sampling). Partial least square structural equation modeling was used for the quantitative data processing, while content analysis was employed for that of the qualitative data. The results showed that facilitating conditions, effort expectancy, social influence, price value, and trust significantly influenced m-commerce use, whereas performance expectancy alone did not. Similarly, intention to use influenced the actual use of m-commerce, but SME size did not moderate the relationship between intention to use and actual use of m-commerce. The results of this study can be used by merchant app providers to develop m-commerce by improving services to support MSMEs in the culinary sector.