From adoption to engagement: post-adoption drivers of SME E-market use in a developing economy

Abstract

This study aims to examine the factors influencing the extent of e-market use among Vietnamese small and medium enterprises (SMEs) While prior research has predominantly focused on adoption decisions, limited attention has been given to post-adoption usage. This research addresses that gap by identifying key predictors that drive deeper engagement with e-market platforms. A quantitative survey was conducted with 284 Vietnamese SMEs. Drawing on the Technology–Organisation–Environment (TOE) framework and extending it with trust-related constructs, the study employed reliability testing, factor analysis, and ordinal logistic regression to evaluate the relationships between organisational, technological, environmental, and trust factors and the level of e-market use. The results reveal six significant predictors of post-adoption use: organisational governance, competitor pressure, stakeholder pressure, organisational readiness, trust in e-market security, and perceived relative advantage. In contrast, factors commonly associated with initial adoption (such as usability, compatibility, government e-readiness, supporting industries' readiness, organisational culture, and trust in providers) were found to be insignificant. These findings suggest that the drivers of post-adoption engagement differ from those influencing adoption decisions. This study advances the TOE framework by shifting the analytical focus from adoption to post-adoption behaviour and by incorporating trust from the perspective of SMEs operating on third-party platforms. It contributes to post-adoption e-market research by explaining differences among SMEs in their organisational engagement with e-market platforms and highlighting the role of organisational capabilities and external pressures in shaping deeper forms of post-adoption engagement. The findings provide theoretical insights into technology assimilation and offer practical guidance for policymakers and platform providers seeking to enhance SME participation in digital marketplaces.