An Empirical Study of E-Marketplace Acceptance in MSMEs Using UTAUT2 Model

  • Nyoman Sri Subawa, Caren Angellina Imaki


Today, the use of information technology has increased dramatically, especially in organizations, because the advent of information technology in the age of globalization has dramatically changed the perspective of the organization. Information technology helps support all activities within the company and helps improve the quality and productivity of operations. In order for information technology to work as expected, such as to improve performance, its users must accept and use the technology in advance. Technology acceptance can be defined as the psychological state of an individual's voluntary use of technology. User acceptance and confidence are indeed very important in the development of new technologies, because acceptance has been considered as a function of user participation in system development.Therefore, this study gather the primary data through online questionnaire survey and uses the UTAUT2 model to determine the acceptance ofe-marketplace by micro, small and medium-sized enterprises (MSMEs) in Bali, Indonesia, focus on three regencies namely Badung, Gianyar, and Denpasar. The model of UTAUT2 that used in this study consist of six  constructs, namely performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating condition (FC), hedonic motivation (HM), and price value (PV). The data of this study are collected from online questionnaire survey and analyses through IBM SPSS Statistic 25 and SmartPLS 3.0. The obtained result indicated that PE, EE, HM and PV have positive relationship towards behavior intention in utilizing E-marketplace.

How to Cite
Nyoman Sri Subawa, Caren Angellina Imaki. (2020). An Empirical Study of E-Marketplace Acceptance in MSMEs Using UTAUT2 Model. International Journal of Advanced Science and Technology, 29(06), 355 - 367. Retrieved from