SEM-neural network analysis for mobile commerce adoption in Vietnamese small and medium-sized enterprises

Abstract

Purpose

Understanding the adoption of m-commerce in small and medium-sized enterprises (SMEs) is critical for their sustainable development. This study aims to investigate the adoption of m-commerce in Vietnamese SMEs, leading to the identification of the critical determinants and their relative importance for m-commerce adoption.

Design/methodology/approach

An integrated model is developed by combining the diffusion of innovation theory and the technology–organization–environment framework. Such a model is then tested and validated using structural equation modeling and artificial neural networks in analyzing the survey data.

Findings

The study indicates that perceived security is the most critical determinant for m-commerce adoption. It further shows that customer pressure, perceived compatibility, organizational innovativeness, perceived benefits, managers’ IT knowledge, government support and organizational readiness all play a critical role in the adoption of m-commerce in Vietnamese SMEs.

Practical implications

The findings of this study can lead to the formulation of better strategies and policies for promoting the adoption of m-commerce in Vietnamese SMEs. Such findings are also of practical significance for the diffusion of m-commerce in SMEs in other developing countries.

Originality/value

To the best of the authors’ knowledge, this is the first attempt to explore the adoption of m-commerce in Vietnamese SMEs using a hybrid approach. The application of this approach can lead to better understanding of the relative importance of the critical determinants for the adoption of m-commerce in Vietnamese SMEs.

Citation

Chau, N.T., Deng, H. and Tay, R. (2024), "SEM-neural network analysis for mobile commerce adoption in Vietnamese small and medium-sized enterprises", Journal of Asia Business Studies, Vol. 18 No. 3, pp. 826-849. https://doi.org/10.1108/JABS-08-2023-0337