Identifying Factors that Hinder E-Commerce Digitalization in SMEs and Consumer Behavior Patterns to Boost Digital Economic Inclusion
DOI:
https://doi.org/10.55927/ijems.v4i5.93Keywords:
E-Commerce; Digital Consumer Behavior; Digital Economic Inclusion; Mses; Digital TransformationAbstract
Digitalization through e-commerce is an important pathway for strengthening digital economic inclusion among Micro and Small Enterprises (MSEs), particularly in the creative fashion sector. This study aims to identify internal and external barriers to e-commerce digitalization among MSEs and to map digital consumer behavior in Bandung Raya. The study used a mixed-methods approach with a sequential explanatory design. The qualitative stage involved in-depth interviews with 20 MSE actors, while the quantitative stage involved a survey of 250 active e-commerce consumers. The findings indicate six major barriers: low digital literacy, limited capital, price competition, changes in marketplace algorithms, low consumer trust, and regulatory or platform policy changes. Consumer behavior is strongly influenced by price, free shipping, product ratings, reviews, flash sales, and digital payment convenience. The findings were interpreted through the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). The study concludes that digital economic inclusion requires an ecosystem approach integrating digital literacy, financing access, consumer trust, data utilization, and collaboration among government, marketplaces, financial institutions, and universities
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