Evaluating the Influence of Organizational Learning on E-Commerce Acceptance Among Small and Medium Enterprise Practitioners: A Pilot Test

Abstract

This study investigates the factors influencing the adoption of e-commerce technologies among Small and Medium-sized Enterprises (SMEs) in Xi'an, China, emphasizing the role of organizational learning, information culture, and advancements in digital technologies such as blockchain and artificial intelligence (AI). Through a comprehensive literature review and quantitative analysis, the research highlights the critical impact of technological readiness, organizational culture, and strategic digital integration on e-commerce adoption. The COVID-19 pandemic's challenges and opportunities for digital marketing and e-commerce are also examined, revealing their essential role in sustaining SME performance during such unprecedented times. Employing Structural Equation Modeling (SEM) for data analysis, the study conducts a detailed psychometric assessment to ensure the reliability and validity of the constructs involved. This multi-phase methodology includes pilot testing to refine measurement instruments, followed by an in-depth examination of internal consistency, discriminant validity, and model fit. The findings reveal high construct reliability, satisfactory Average Variance Extracted (AVE) levels, and good discriminant validity, affirming the theoretical distinctions between constructs. Despite minor deviations from ideal benchmarks, the model demonstrates an acceptable fit, suggesting its adequacy in representing the complexities of e-commerce adoption among SMEs.

By providing a holistic view of the e-commerce adoption landscape, this study offers valuable insights for SMEs to assess their readiness, understand the cultural and technological dynamics, and leverage advanced technologies for strategic planning and implementation. This research contributes significantly to the literature on e-commerce adoption in SMEs and presents practical implications for enhancing their competitive edge in the global marketplace.