Social Media in Micro-Enterprises: Exploring Adoption in the Indonesian Retail Sector

Social﻿media﻿is﻿increasingly﻿gaining﻿traction﻿as﻿a﻿valuable﻿tool﻿for﻿small﻿business.﻿This﻿is﻿particularly﻿ the﻿case﻿in﻿micro﻿enterprises﻿in﻿the﻿Indonesian﻿retail﻿industry,﻿where﻿adoption﻿is﻿anecdotally﻿increasing,﻿ but﻿with﻿little﻿understanding﻿of﻿the﻿factors﻿enabling﻿such﻿adoption.﻿Consequently,﻿this﻿study﻿proposes﻿ a﻿research﻿model﻿derived﻿from﻿the﻿Unified﻿Theory﻿of﻿Acceptance﻿and﻿the﻿Use﻿of﻿Technology﻿and﻿extended﻿by﻿integrating﻿the﻿task-technology-fit﻿framework,﻿along﻿with﻿price﻿value﻿propositions.﻿ Online﻿surveys﻿were﻿sent﻿to﻿micro﻿enterprises﻿operating﻿in﻿the﻿Indonesian﻿retail﻿industry﻿with﻿153﻿valid﻿responses﻿received.﻿Data﻿analysis﻿used﻿structural﻿equation﻿modelling﻿with﻿SmartPLS﻿3.﻿The﻿ results﻿show﻿that﻿price﻿value﻿and﻿task-technology-fit﻿are﻿perceived﻿as﻿significant﻿factors﻿for﻿influencing﻿ positive﻿attitudes﻿towards﻿the﻿adoption﻿of﻿social﻿media﻿among﻿micro﻿enterprises.﻿In﻿addition,﻿attitude﻿ and﻿facilitating﻿conditions﻿were﻿found﻿to﻿have﻿a﻿significant﻿influence﻿on﻿intention﻿to﻿adopt﻿social﻿media.﻿These﻿findings﻿hold﻿import﻿implications﻿to﻿theory﻿and﻿practice﻿in﻿this﻿nascent﻿field﻿of﻿research.

Although research on social media in SMEs has deservedly attracted attention, research pertainingtosocialmediaadoptionamongMEs,whichtypicallyhavefiveorfeweremployees, is still in its infancy, especially in developing countries.This is the primary motivator for this research.This study is empirically contextualized in Indonesia's retail industry because of the anecdotalevidenceofthegrowingdiffusionofsocialmediainthisindustry,thelackofrelevant researchinsuchacontext,andpracticalreasonspertainingtoaccesstodata.Wehaveespecially undertakentoanswerthisresearchquestion:Whatfactorsinfluencetheadoptionofsocialmedia amongMEsintheIndonesianretailsector?

Task-Technology Fit
The task-technology-fit (TTF) model attempts to explain how technology affects performance.Proposed by Goodhue and Thompson (1995), the TTF model suggests that technology adoption depends on how well the new technology fits or supports the requirements of particular task(s).Specifically,theTTFmodelisusedtoinvestigatethecorrespondencebetweentaskrequirements, individualabilities,andthefunctionalityofthetechnology.

CoNTRIBUTIoN Theoretical Contributions
This study contributes to the IT adoption literature in several ways.First, it contributes to understandingthefactorsinfluencingsocialmediaadoptionamongMEs.Thisresearchexpands the UTAUT model developed by Venkatesh et al. (2003), by including TTF, which is tailored to the characteristics of MEs and influences their adoption of social media.When considered independently,theoriginalUTAUTisnotaseffectiveintheempiricalcontextstudiedinexplaining factorsinfluencingadoptionintentionamongMEs.Theproposedextendedmodelprovidesfora richerandmorecomprehensiveconsideration.Consequently,inthisresearch,PE,EE,andSI,along withPVandTTF,alignedtoexplainattitude.Specifically,PVandtheTTFmodelwerefoundto besignificantvariablesinfluencingattitude.

Figure
Figure 2. Research model

Table 3 . Correlation of variables compared with square root AVEs
Diagonal elements are square roots of average variance extracted (AVE) *

Table 4 . Path coefficient test
Vatanasakdakul is a visiting associate professor in information systems at Carnegie Mellon University.She held a senior lecturer position at Macquarie University, Australia.She has a PhD in Information Systems from the University of New South Wales, where she received a prestigious Australian Postgraduate Scholarship Award.Her research interests include strategic fit and cultural aspects of IT transfer globally, particularly to Asia.Her areas of expertise include IT utilization and success, IT risk management and governance.She is the author of over 50 internationally peer reviewed journal, conference and book publications.She served in various leadership roles at the Association for Information Systems including as a founding committee member, secretary and treasurer of SIGGreen.She has chaired over 20 tracks in the leading IS conferences.Chadi Aoun is an academic in the Information Systems program at Carnegie Mellon University in Qatar.He holds a PhD in Information Systems from the University of New South Wales, along with qualifications in business, education, and environmental science.He is an expert in green information systems, sustainability management, geographic information systems, technology adoption and e-collaboration.Dr. Aoun's research applies transdisciplinary perspectives towards studying the pivotal role of information systems in complex sociomaterial contexts pertaining to sustainability, collaboration, and climate change.His academic experience includes appointments at universities in the US, Australia, UK, and Thailand.Dr. Aoun received teaching awards in 2010 and 2018 for his teaching excellence.He served as president of SIGGreen at the Association for Information Systems.Yuniarti Hidayah Suyoso Putra is a Ph.D. candidate in Accounting and Corporate Governance at Faculty of Business and Economics, Macquarie University, Australia.She holds Master of Research Degree from Macquarie University and Master of Business (Accounting) from Monash University, Australia.She works as a lecturer in the Department of Accounting, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang, Indonesia, since 2008.