Predicting intention to adopt omnichannel retailing of SMEs in Indonesia using UTAUT: the moderating role of personal innovativeness

Abstract

This study seeks to explain the intent of SMEs business owners to implement omnichannel retail in their operations. This study employs the UTAUT model and adds innovativeness as a variable that can influence the intention to adopt an omnichannel. The sample for this research consisted of 90 SMEs proprietors in Malang City. This study's data were gathered via a questionnaire and analyzed using PLS-SEM. This study found that personal innovativeness and performance expectations significantly influence the intention to adopt omnichannel. In this study, effort expectations have no significant effect on the intention to implement omnichannel. It has been demonstrated that personal innovativeness can moderate the relationship between effort and performance expectations in the UTAUT model when it comes to the intention of MSME proprietors to implement omnichannel. In addition to focusing on consumers as end users, this study concludes that omnichannel service providers must also consider enterprises as omnichannel users.