Applying the extended Technology Acceptance Model to investigate digital platform adoption by micro-retailers
DOI:
https://doi.org/10.56097/binhduonguniversityjournalofscienceandtechnology.v8i4.363Keywords:
Traditional markets; Digital transformation; Extended TAM; Institutional support; Digital platforms; Micro-retailers.Abstract
This study aims to identify the determinants of digital platform usage intention
among micro-retailers in Ho Chi Minh City’s traditional markets, utilizing the extended
Technology Acceptance Model (TAM). Data collected from 149 vendors across three
representative markets were analyzed using Partial Least Squares Structural Equation
Modeling (PLS-SEM). The findings reveal that Institutional Support (IS) and Perceived
Ease of Use (PEOU) exert a strong and statistically significant influence on Behavioral
Intention (BI). Conversely, Perceived Usefulness (PU), Financial Barriers (FC), Digital
Literacy (DL), and Cultural Attachment (CA) do not demonstrate a direct impact on BI.
Furthermore, PEOU plays a critical mediating role, significantly affecting PU. These
results underscore the pivotal role of supportive policies, hands-on guidance, and userfriendly interface design in fostering digital transformation within traditional markets. This
study contributes to the literature by extending the TAM framework within the context of
Vietnamese traditional markets and offering practical implications for local authorities and
market management boards.
