Cross-Border Shopping Service Adoption: The Role of Technological, Organizational, and Environmental Factors

The Role of Technological, Organizational, and Environmental

Abstract

Current digital advancements have driven the growth of cross-border e-commerce (CBEC), including cross-border shopping services, which are widely used by MSMEs in Indonesia. This study analyzed the influence of technological and environmental factors on the adoption of cross-border shopping services, with organizational context as a mediating variable. This study employed a quantitative approach using purposive sampling. Data from 120 respondents were collected via an online questionnaire and analyzed using SPSS 31 and SmartPLS 4.0 with the PLS-SEM method. The results indicate that technological and environmental factors do not significantly influence the adoption of cross-border shopping services. Conversely, organizational context has a positive and significant effect on the adoption of these services. Environmental factors also positively affect organizational context, which in turn mediates their influence on adoption. These findings underscore the importance of management support, human resources, and operational readiness in driving MSMEs’ adoption of cross-border shopping services.