Determinants of Digital Adoption among Micro and Small Enterprises in Developing Economies: Evidenced from the Afar region, Ethiopia
DOI:
https://doi.org/10.54536/ajfti.v4i1.7748Keywords:
Algorithmic Literacy, Customer Digital Pressure, Digital Bricolage, Ecosystem Reliability, Peer Adoption DensityAbstract
This study investigates the determinants of digital adoption among micro and small enterprises under increasing digital transformation pressures in developing economies. Unlike previous studies that mainly focus on infrastructure and access, this research integrates social diffusion, firm capabilities, institutional conditions, behavioral factors, and cost barriers into a unified analytical framework. Using an explanatory quantitative research design, primary data were collected from 317 MSE operators and analyzed through a binary probit model to estimate the likelihood of digital adoption. The findings reveal significant nonlinear peer effects, indicating that adoption accelerates only after a critical threshold of users is reached. Algorithmic literacy significantly improves firms’ readiness to adopt digital technologies, while customer digital pressure and ecosystem reliability positively influence adoption decisions. In contrast, high internet costs and perceived digital risks significantly hinder adoption. The analysis further demonstrates that digital bricolage enables resource-constrained firms to creatively adapt available resources to support digital transformation. The study contributes to the literature by providing empirical evidence from a developing economy context and by extending understanding of how behavioral and ecosystem-related factors jointly shape digital adoption among MSEs. The findings offer practical implications for policymakers and development agencies to enhance digital skills, improve digital infrastructure, reduce connectivity costs, strengthen institutional trust, and promote network-based digital diffusion strategies.
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