E-commerce adoption by women microentrepreneurs in Malaysia

Grace H. Y. Lee, Mohd Haidir Anuar Bin Zubir

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review


The COVID-19 pandemic has forced businesses to embrace technology to move online. As the pandemic continues to negatively disrupt lives and livelihoods globally, women microentrepreneurs are disproportionately affected. Although a growing body of research is examining the drivers of the adoption of e-commerce, the adoption of e-commerce by women microentrepreneurs and the role that a growth mindset plays in this are still relatively unknown. This study examines the serial mediating role of the perceived ease of use and the perceived usefulness of technology to explain the relationship between a growth mindset in technological ability and e-commerce adoption by women microentrepreneurs in Malaysia. Our empirical analysis indicates that women microentrepreneurs with a greater growth mindset are more likely to perceive that technology is easy to use and useful and, therefore, have a higher propensity to adopt e-commerce for their business. The results provide valuable insights and implications in the realm of e-commerce adoption and entrepreneurship.
Original languageEnglish
Title of host publicationCOVID-19 and the Evolving Business Environment in Asia
Subtitle of host publicationThe Hidden Impact on the Economy, Business and Society
EditorsAndrei O. J. Kwok, Motoki Watabe, Sharon G. M. Koh
Place of PublicationSingapore Singapore
Number of pages22
ISBN (Electronic)9789811927492
ISBN (Print)9789811927485
Publication statusPublished - 2022


  • Women microentrepreneurship
  • E-commerce adoption
  • Growth mindset
  • Technology acceptance model

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