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This Author published in this journals
All Journal Jurnal Ilmiah Edunomika (JIE) International Journal of Management Science and Information Technology (IJMSIT)
Paske Victory Modaso
Akademi Bisnis dan Keuangan Primaniyarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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INSTITUTIONAL BUYER ADOPTION OF B2B AGRICULTURAL E-COMMERCE: A SYSTEMATIC LITERATURE REVIEW USING THE UTAUT FRAMEWORK Surya Danang; Supriyanto; Paske Victory Modaso; Fitayantri Tamau
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19803

Abstract

Background: The digital transformation of agricultural supply chains in developing countries faces critical gaps in understanding how institutional buyers adopt B2B e-commerce platforms. Most existing studies focus on farmer (supply-side) adoption, leaving the demand-side perspective underexplored. Objective: This systematic literature review (SLR) aims to map the state of knowledge on B2B agricultural e-commerce adoption among institutional buyers through the UTAUT framework, and to identify research gaps that justify an empirical study in Eastern Indonesia. Methods: Following PRISMA 2020 protocol, we searched Scopus databases using six Boolean search strings. From 255 initial records, 3 duplicates were removed, yielding 252 unique articles. After screening (122 excluded) and eligibility assessment of 65 full-text articles (22 excluded), 43 final articles published from 2003 to 2026 were included. Results: Four thematic clusters emerged: (A) UTAUT in agrifood technology adoption, (B) B2B e-commerce and digital supply chains, (C) institutional buyers and digital platforms, and (D) digital agrifood context and gaps. Performance Expectancy (PE) and Social Influence (SI) are the most consistent predictors of adoption behavioral intention across 38 and 34 articles respectively. Trust emerges as a critical extension, especially in blockchain and platform adoption contexts. Conclusion: The literature reveals five critical gaps: (1) near-absence of demand-side B2B institutional buyer studies, (2) lack of UTAUT application in B2B agrifood buyer contexts, (3) minimal empirical evidence from Southeast Asia/Indonesia, (4) dominance of qualitative methods over quantitative SEM-PLS, and (5) weak linkage to national food security policy. This review provides the theoretical foundation and gap justification for an empirical study targeting institutional buyers (HORECA, modern markets, cooperatives).
Analysis of B2B Agricultural E-Commerce Model Based on Institutional Buyer Adoption Using the UTAUT Framework Surya Danang; Supriyanto Supriyanto; Paske Victory Modaso; Reifan Ratu
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.8347

Abstract

This study analyzes institutional buyers’ need for and intention to adopt B2B agricultural e-commerce in Manado City and the factors shaping that intention, using UTAUT extended with Trust. A quantitative explanatory approach was applied to institutional buyers across sectors including restaurants/cafes, hotels, hospitals, catering, modern markets and MBG kitchens; 115 of 120 responses were retained after screening for careless responding and analyzed by PLS-SEM in SmartPLS 4, with nine hypotheses tested via 5,000-subsample bootstrapping. Adoption intention is predominantly low: mean Behavioral Intention is 1.96 on a 1–5 scale (SD = 0.75), with 80.9% of respondents low or very low, 13.0% moderate and 6.1% high. Seven of nine hypotheses were supported. Ranked by total effect, the determinants are Effort Expectancy (β = 0.345; p = 0.003), Facilitating Conditions (β = 0.291; p = 0.020), Social Influence (β = 0.250; p = 0.001) and Trust (β = 0.235; p = 0.020). Performance Expectancy has no significant direct effect (β = −0.033; p = 0.803) but is the strongest antecedent of Trust (β = 0.438; p < 0.001), producing full mediation (indirect β = 0.103; p = 0.019). The model explains R² = 0.653 of Behavioral Intention and R² = 0.669 of Trust. Developers and local government should prioritize interface simplicity, logistics reliability and trust infrastructure over feature or price competition. Findings should be read with caution given narrow discriminant margins and a pronounced floor effect.
Co-Authors Reifan Ratu Supriyanto Supriyanto Supriyanto Surya Danang Tamau, Fitayantri