Utilization of digital innovation in small food industry in rural district of Kelantan

Abstract

Studies on online business adoption among food hawkers in rural Kelantan are still at the early stage. The purpose of this study is to understand the driver and barrier factors for the online business adoption among food hawkers in Kelantan. To investigate this issue, this study examined the driver and barrier for online adoption among food hawkers in two rural areas in Kelantan. Integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) and Innovation Resistance Theory, this study proposed a framework by decomposing 4 factors as driver and also 4 factors as barrier. A total of 360 food hawkers from rural area in Kelantan participated in this study. All data for the study variables were collected through self-administered survey questionnaires. The study showed that the relationship between driving factor and barrier is interrelated with the online business adoption. Overall, the results indicated that the model provided a good understanding of the driving factors that influence and hinder the adoption of online business among rural food hawkers in Kelantan.