E-Commerce Adoption in Distribution Channel: Evidence from Retail Enterprises in Vietnam

Purpose: In the context of substantial digital transformation, e-commerce plays a crucial role in enhancing the competitiveness of retail enterprises. This study aims to strengthen the theoretical basis of intention to adopt e-commerce in Vietnamese enterprises focusing on retail enterprises and the decision to implement it in practice, currently there is very little research on this topic. Research design, data and methodology: This study uses the TOE model to identify the factors influencing the intention and behavior of retail enterprises in Vietnam to apply e-commerce. Survey data from 230 enterprises analyzed using the SEM model. Results: The results show that five factors have a positive impact on the intention to adopt e-commerce, including perceived relative advantage, perceived compatibility, organizational readiness, knowledge and experience, and organizational innovativeness. Other factors such as external pressure, and external support do not influence the intention to adopt e-commerce for various reasons. Conclusion: The results also affirm the important role of adopted intentions in practical implementation decisions. In practice, the research results are useful references for Vietnamese e-commerce policy makers in strategic issues such as the need to specify policies to enhance e-commerce capacity for state management officials, retail enterprises owners and business households; develop e-commerce technologies in which e-commerce transactions between the government and businesses are the focus; perfect the legal framework on cyber security. On that basis, the study proposes recommendations for managers and enterprises to promote e-commerce in the retail industry, contributing to sustainable growth in the digital era.