A Systematic Review and Proposition of an E-Commerce Framework for African SMES: Integrating TAM and TPB into TOE Framework

Abstract

This study offers a systematic review to identify the facilitators and barriers to African Small and Medium Enterprises (SMEs’) adoption of e-commerce and proposes an integrated e-commerce adoption framework. The review integrates two widely used theoretical frameworks, the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), into the Technology-Organization-Environment (TOE) framework. Following a rigorous literature search and careful evaluation in accordance with the PRISMA-P standards, 21 studies that were published between 2012 and 2022 were selected for inclusion in this study. The findings identified several key facilitators and barriers to e-commerce adoption. Facilitators include perceived ease of use (PEOU), perceived usefulness (PU), subjective norms (SU), perceived behavioral control (PBC), compatibility, organizational readiness for change, external support, security and trust, market and competitive pressures, access to reliable internet connectivity, social and cultural factors, economic factors, government policies, and education and training. Barriers include perceived technology trust, perceived relative advantage, firm size, senior management support, attitude, SME owners' IT skills, consumer readiness, etc. The proposed integrated TOE framework will offer valuable insights for policymakers, researchers, and practitioners seeking to enhance e-commerce adoption and its benefits for African SMEs. The study's discussion provides insights into the patterns and trends identified, their theoretical implications, and practical recommendations for policymakers and SMEs in Africa.