Examining trust, self-efficacy, and technology acceptance in the Philippines’ e-commerce sectors

Despite intensified use of information and communication technologies (ICTs) supporting increased demand for online services, some entities are still unable to take full advantage of their benefits. This is mostly due to differing degrees of ICT adoption and of appreciation of what ICTs can do. This research, utilizing a UTAUT-based theoretical framework integrated with trust, self-efficacy, perceived risk, anxiety, and utilitarian and hedonic motivations, provides additional insights on the contextual differences that are present within e-commerce use. Analyzing data from 997 Philippine respondents across websites and mobile apps and across retail, banking, food services, and tourism booking organizations through structural equation modeling (SEM) yielded consistently favorable influences of self-efficacy and hedonic motivations, as well as interesting insights on the factors influencing attitudes and intentions towards using these e-commerce platforms. These results open several theoretical and practical implications and suggestions emphasizing a more directed, rather than blanket, approach in managing e-commerce technologies depending on the context.