THE IMPACT OF DIGITAL LITERACY AND E-COMMERCE ADOPTION WITH O2O BUSINESS ADOPTION ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES

Abstract

This study aims to determine the relationship between digital literacy, e-commerce adoption, and Online-to-Offline (O2O) business adoption and company performance. In this study, the authors attempt to evaluate previous research on the relationship between the theory of technology, organizational, and environmental (TOE) elements and adoption. They uncovered more intriguing participation of other factors in assuring how businesses may optimize the value gained from business analytics and traditional TOE factors, which may have additional implications. This research employs a descriptive quantitative design. Using a four-point Likert scale, a structured study questionnaire was developed. A simple random sample was used for this study, and SEM-PLS was used to evaluate the data from 100 completed questionnaires. This study demonstrates how digital literacy, e-commerce adoption, and O2O channel adoption influence the success of small and medium-sized firms (SMEs).