<![CDATA[Information Technology (IT) investment in the digital business ecosystem is often characterized by high levels of uncertainty and limited availability of formal data. Therefore, this study aims to explore and analyze the decision-making process underlying IT infrastructure investments, particularly the acquisition of high-specification premium hardware to support seamless multi-platform live-selling activities, based on the intuition and lived experiences of Barkas Grobogan business owners. In this context, intuition, defined as the ability to understand and assess situations rapidly without extensive analytical reasoning, is positioned as a crucial complementary instrument for addressing complex and ambiguous capital allocation decisions in the digital second-hand goods trading sector. To investigate this phenomenon, the study employs a qualitative method using the Interpretative Phenomenological Analysis (IPA) approach. Data are collected through purposive sampling involving business actors with a minimum of five years of accumulated entrepreneurial experience. Through this exploration, the research is expected to reveal how the synergy between intuitive human judgment and the utilization of adequate technological resources supports more adaptive strategic decision-making. Furthermore, the study seeks to provide an in-depth understanding of the role of experiential pattern recognition in overcoming bounded rationality and navigating physical IT investment decisions under conditions of uncertainty in the digital economy.]]>
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