Success of Small and Medium Enterprices (SMEs): Actual Technology Use in e-Marketplace Based on Technology Acceptance Model (TAM) Analysis

The purpose of this research is to analyze the acceptance of e-marketplace technology in SMEs using the Technology Acceptance Model (TAM). Specifically, this research examines the effect of perceived usefulness (PU), behavioral intention to use (BIU), perceived ease of use (PEOU), actual technology use (ATU), and behavioral intention to use (BIU). This research used a verification method with quantitative research and collected data by distributing online questionnaires to 297 SMEs owners who learned e-marketplace and use technology in their business. Then the data were analyzed by using path analysis to test the direct and indirect effects of each variable. The findings of this study are PU to BIU is more dominant than PEOU, PEOU to ATU is more dominant than PU to ATU, BIU is more able to mediate PU to ATU which means that BIU is needed to bridge PU to ATU.