2023
DOI: 10.51200/jbimpeagard.v9i1.4365
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Exploring the Facilitators of E-Commerce Adoption Among Rural Entrepreneurs in Sabah

Abstract: The economic paradigm is currently shifting from traditional approaches to a digital-based economy. This transformation required all businesses to fully utilize e-commerce platforms as part of their business operation. However, in contrast with urban entrepreneurs, rural entrepreneurs face greater challenges to embrace the transition. Hence, this study aimed to explore the facilitators of e-commerce adoption among rural entrepreneurs in Sabah. This study adopted the Unified Theory of Acceptance and Use of Tech… Show more

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