An Extended Technology-Organization-Environment (TOE) Framework for Online Retailing Utilization in Digital Transformation: Empirical Evidence from Vietnam
Open accessAbstract
Digital transformation has profoundly influenced various socio-economic fields and induced retailing firms to utilize digital innovations to maximize business effectiveness in the digital era.The study aims to pinpoint the motivations for online retailing (ORE) adoption and business performance among Vietnamese businesses in the formative digital transformation stage within an extended technology-organization-environment (TOE) framework.The questionnaire-based data are accumulated for this study.Firm respondents are those who have used and increased their familiarity with ORE in Vietnam.All analysis is performed using structural equation modeling (SEM).The results posit that important factors of technological context (i.e., relative advantage, compatibility, and observability), organizational context (i.e., top management support, entrepreneurial orientation, and technological orientation), and the environmental context (i.e., perceived trend, government support, and legal framework) substantially boost ORE adoption.Additionally, firm age is an essential control variable that strongly influences firms' engagement in ORE.Unexpectedly, firm size, competitive pressure, and control variable (i.e., number of employees) do not significantly affect ORE adoption.Besides, ORE adoption serves as an underlying motivation for business performance.Ultimately, theoretical and practical implications are discussed.
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The TOE framework was first proposed by [53] and has since been applied extensively as a model for analyzing institutional readiness and adoption of technological innovations.
“This framework was first proposed by [53] and has since been applied extensively as a model for analyzing institutional readiness and adoption of technological innovations [47-49, 54, 55, 56].”
From Toward universal access to information: an analysis of digital accessibility policy readiness in U.S. public universities (2026) · cites this paper as [56]
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The new normal: The status quo of AI adoption in SMEs
Schwaeke, J., Peters, A., Kanbach, D. K., Kraus, S., & Jones, P. (2025) · Journal of Small Business Management · doi:10.1080/00472778.2024.2379999 · Cited by 241 · see citing works
Cudjoe, E. K., & Asilevi, P. A. (2026) · Universal Access in the Information Society · doi:10.1007/s10209-026-01379-8
- Authors
- Nguyen, T. H., Le, X. C., & Vu, T. H. L.
- Affiliations
- Thuongmai University (VN)
- Venue
- Journal of Open Innovation: Technology, Market, and Complexity
- Publisher
- Elsevier BV
- Published
- 2022-12
- Volume
- 8
- Issue
- 4
- Pages
- 200
- ISSN
- 2199-8531 (ISSN-L)
- OpenAlex
- W4309592365
- Cited by
- 261
- References
- 73
- Citations by year
- 2026: 69 · 2025: 92 · 2024: 71 · 2023: 29
- FWCI
- 40.16
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Journal of Open Innovation Technology Market and Complexity (publishedVersion, cc-by-nc-nd)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
- Econstor (Econstor) (submittedVersion, cc-by)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Digital Innovation in Industries
- Social Sciences › Business, Management and Accounting › Management Information Systems › Big Data and Business Intelligence
- Keywords
- online retail, digital transformation, technology-organization-environment framework, technology adoption, firm performance, relative advantage, compatibility, observability, top management support, entrepreneurial orientation, technology orientation, government support, firm age, Vietnamese firms
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