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.
