Measuring the moderating effect of age, gender and educational level on UMKM go digital program

Abstract

This research attempts to investigate the applicability of the technology acceptance model (TAM) in the Indonesian small and medium-sized enterprises (SMEs) context and to extend TAM by incorporating age, gender and educational level as three moderating factors. We developed a model to test the relationship between theoretical constructs spanning technological and the moderators’ influence process and their impact on the adoption of the government’s program called UMKM Go Digital. Using a survey sample collected from 253 SME’s owners on a voluntary basis, the study sought empirical support for testing the basic structure of TAM and also empirically examined an extended TAM with those moderators on the model’s core relationships. The findings of the study proved that perceived usefulness and perceived ease of use influence behavioral intention towards use, which in turn influences the actual participation in the program. Our findings also emphasize that all of the critical relationships in the model are not moderated. The results confirm that in this program adoption context, while the extended model of TAM could be applied and increase its prediction and explanation power, the moderating factors do not have a significant effect on the relationships. Implications for the government and practice of these findings are discussed.

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