Electronic Commerce Adoption and Performance of Small Fashion Design Enterprises in Kumasi Metropolis, Ghana

Abstract

According to research, the small enterprise sector is characterised by the slow adoption of e-commerce, which impedes business operations, development, and efficiency. Small enterprises make up the majority of Ghana's fashion industry, which should ideally be driven by e-commerce. Nonetheless, there is a paucity of studies on the industry's acceptance and use of e-commerce. The study looked at the adoption and influence of e-commerce on the performance of Small fashion design enterprises in Kumasi Metropolis, Ghana, using the unified theory of acceptance and use of technology. A structured questionnaire was utilised to collect data from a convenience sample of 264 respondents, based on the post-positivist research paradigm. Descriptive analysis and partial least squares structural equation modelling revealed that the Small fashion design enterprisesto some extent use electronic commerce in their operations. The findings also revealed that performance expectancy, efforts expectancy, social influence and facilitating conditions are determinants of electronic commerce adoption among small enterprises. Again, electronic commerce adoption has a significant positive influence on firm performance while firm size moderates the electronic commerce adoption and firm performance nexus. It is recommended that owners and managers of fashion small enterprises increase the adoption of e-commerce in their business operations and enact policies that will enhance the influence of the aforementioned e-commerce determinants on firm performance.