IMPACT OF E-COMMERCE ADOPTION AND ENTREPRENEURIAL ORIENTATION ON SUSTAINABLE PERFORMANCE OF HO INDIGENOUS SMALL BUSINESSES

Abstract

ABSTRACT “IMPACT OF E-COMMERCE ADOPTION AND ENTREPRENEURIAL ORIENTATION ON SUSTAINABLE PERFORMANCE OF HO INDIGENOUS SMALL BUSINESSES” The present invention provides impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses. This paper examines the relationship between e-commerce adoption, EO, and sustainable business performance within the indigenous communities of Jharkhand. A purposive sampling method was used to select 100 entrepreneurs of small businesses in the west singh bhum districts of Jharkhand. The results indicate that e-commerce adoption has a substantial impact on the sustainability of small business performance, with entrepreneurship orientation acting as a moderating factor between the two variables. These insights can help in identifying and understanding entrepreneurs' preferences regarding both e-commerce adoption and entrepreneurship orientation, which in turn can enhance small business performance. Figure 1

Specification

Description:TECHNICAL FIELD
[0001] The present invention relates to the field of automated business systems, and more particularly, the present invention relates to the impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses.
BACKGROUND ART
[0002] The following discussion of the background of the invention is intended to facilitate an understanding of the present invention. However, it should be appreciated that the discussion is not an acknowledgment or admission that any of the material referred to was published, known, or part of the common general knowledge in any jurisdiction as of the application's priority date. The details provided herein the background if belongs to any publication is taken only as a reference for describing the problems, in general terminologies or principles or both of science and technology in the associated prior art.
[0003] In the contemporary business landscape, the adoption of e-commerce and entrepreneurship orientation (EO) has become essential for the sustainable performance of small businesses, especially in economically marginalized regions. Indigenous small businesses in Jharkhand, a state rich in natural resources and cultural heritage, face unique challenges in terms of limited access to markets, technology, and infrastructure. However, with the rapid expansion of digital technologies, these businesses have a significant opportunity to overcome traditional barriers and leverage e-commerce for growth and sustainability.
[0004] E-commerce adoption enables small businesses to expand their reach beyond local markets, access new customer bases, reduce operational costs, and improve overall business efficiency (Beck, Wigand, & Ko, 2001; Martin &Matlay, 2003). In regions like Jharkhand, where indigenous communities often rely on traditional methods of commerce, embracing e-commerce is a vital step toward ensuring economic resilience and competitiveness in the global marketplace. This is particularly important in the context of growing economic globalization, which has intensified competition among micro, small, and medium enterprises (MSMEs) both at the national and international levels (Etemad, 2004; Julien &Ramangalahy, 2003; Lu & Beamish, 2001).
[0005] Entrepreneurship orientation, defined by characteristics such as innovation, proactiveness, and risk-taking, plays a pivotal role in determining the success of small businesses in adopting new technologies like e-commerce (Covin & Slevin, 1991). Indigenous entrepreneurs who display a high EO are more likely to experiment with e-commerce platforms, adopt innovative business practices, and strategically position themselves to seize new market opportunities. Studies suggest that businesses with higher EO tend to be more agile and capable of leveraging digital tools for long-term sustainability (Rauch et al., 2009).
[0006] Despite the potential benefits, the adoption of e-commerce among indigenous small businesses in Jharkhand remains limited due to factors such as a lack of digital literacy, infrastructural challenges, and inadequate entrepreneurial support systems. Preliminary research indicates that only a small percentage of these businesses actively engage in e-commerce, highlighting the need for targeted interventions to promote digital adoption and entrepreneurial development.
[0007] This paper aims to explore the critical role of e-commerce adoption and EO in driving the sustainable performance of indigenous small businesses in Jharkhand. By examining the barriers and opportunities these businesses face, the study provides insights into how entrepreneurial mindset and digital tools can contribute to the long-term success and socio-economic development of indigenous communities in the region.
[0008] In light of the foregoing, there is a need for Impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses that overcomes problems prevalent in the prior art associated with the traditionally available method or system, of the above-mentioned inventions that can be used with the presented disclosed technique with or without modification.
[0009] In their 2003 study, Martin and Matlay investigate how small firms can strategically utilize the internet to improve their business performance and access new market opportunities. They emphasize the significance of knowledge management and organizational learning in helping small businesses maximize the benefits of internet use for innovation, competitiveness, and long-term growth. The authors found that small businesses that embrace internet technologies can expand their market reach and boost operational efficiency, but success depends on effective knowledge management and continuous learning. They highlight the importance of a strong learning orientation in adapting to digital advancements and seizing emerging opportunities. The study also identifies barriers to internet adoption for small firms, such as financial constraints, technical knowledge gaps, and resistance to change, suggesting that investing in knowledge management systems is crucial for competitiveness in a dynamic marketplace. Martin and Matlay stress the importance of fostering innovation and proactive learning to maintain a competitive edge in the realm of e-commerce for small businesses.
[0010] Kurnia, Choudrie, Mahbubur, and Alzougool (2015) explore the integration of e-commerce technology in Malaysian grocery SMEs, uncovering challenges and advantages. The mixed-methods study combines quantitative and qualitative data to understand the factors influencing e-commerce adoption in the sector. Despite recognizing the benefits of e-commerce, such as wider market reach and efficiency, Malaysian grocery SMEs face barriers like limited resources and expertise hindering adoption. External factors like competition, customer demand, and government support play a significant role in adoption decisions. The study suggests that coordinated efforts from public and private sectors are needed to overcome adoption barriers. Governments should offer infrastructure support and digital literacy training, while businesses must invest in organizational learning. Addressing internal and external factors is crucial for successful e-commerce adoption in SMEs, especially in developing nations like Malaysia.
[0011] All publications herein are incorporated by reference to the same extent as if each individual publication or patent application were specifically and individually indicated to be incorporated by reference. Where a definition or use of a term in an incorporated reference is inconsistent or contrary to the definition of that term provided herein, the definition of that term provided herein applies, and the definition of that term in the reference does not apply.
OBJECTS OF THE INVENTION
[0012] The principal object of the present invention is to overcome the disadvantages of the prior art by providing impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses.
[0013] Another object of the present invention is to provide impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses that examines the impact of e-commerce adoption on the sustainable performance of HO indigenous small businesses.
[0014] Another object of the present invention is to provide impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses that assesses the role of entrepreneurial orientation in moderating the relationship between e-commerce adoption and sustainable performance in HO indigenous small businesses.
[0015] Another object of the present invention is to provide impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses that evaluates the effect of e-commerce adoption on different dimensions of sustainability (economic, environmental, and social) in HO indigenous small businesses
[0016] The foregoing and other objects of the present invention will become readily apparent upon further review of the following detailed description of the embodiments as illustrated in the accompanying drawings.
SUMMARY OF THE INVENTION
[0017] The present invention relates to impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses. The conceptual framework suggests a direct relationship between e-commerce adoption and the sustainable performance of Indigenous small businesses. Meanwhile, entrepreneurial orientation has an indirect effect on sustainable performance by moderating the impact of e-commerce adoption. Thus, while e-commerce adoption directly drives performance, entrepreneurial orientation enhances this relationship by facilitating more strategic use of e-commerce tools.
[0018] H1: E-commerce adoption has a significant positive impact on the sustainable performance of HO indigenous small businesses.
[0019] H2: Entrepreneurial orientation positively moderates the relationship between e-commerce adoption and sustainable performance in Indigenous small businesses.
[0020] H3: E-commerce adoption leads to improved economic, environmental, and social sustainability in Indigenous small businesses.
[0021] The study was conducted in the West Singhbhum district, targeting small business owners from urban, suburban, and remote regions. Participants represented a diverse range of Indigenous small business owners to provide a comprehensive understanding of the research context. A survey-based approach was used to collect quantitative data through a structured questionnaire, with purposive sampling to recruit respondents. Additionally, interviews with various stakeholders, including HO Indigenous business owners, provided qualitative insights. The population included Indigenous small business owners from different areas of West Singhbhum, representing a well-defined target group relevant to the study's objectives. A sample of 100 HO Indigenous entrepreneurs from West Singhbhum was selected.
[0022] The study looked at how e-commerce adoption, entrepreneurial orientation (EPO), and sustainable performance of HO Indigenous small businesses are related. Initially, e-commerce adoption (ECA) was seen as the independent variable, with sustainable small businesses performance (SBP) as the dependent variable. Entrepreneurial orientation was identified as a moderating variable influencing the relationship between E-Commerce adoption and sustainable business performance. Using Smart PLS version 4.0, path analysis was done with Indigenous Small Business Performance as the dependent variable and e-commerce adoption and entrepreneurial orientation as independent and moderating factors.
[0023] This study has identified the significant influence of e-commerce adoption on the sustainable performance of Indigenous small businesses, with entrepreneurial orientation having the potential to moderate this relationship. The findings emphasize the importance of adopting e-commerce and fostering entrepreneurial orientation to enhance business performance. The study also provides a foundation for future research to further explore the critical roles of e-commerce adoption and entrepreneurial orientation in Indigenous enterprises.
[0024] The researchers highlighted the crucial role of government in supporting sustainable Indigenous small business performance, particularly through policy initiatives that encourage e-commerce adoption. Strengthening these policies can help Indigenous small businesses leverage the benefits of e-commerce more effectively. Additionally, Indigenous business owners can better identify and map their target customers by integrating e-commerce with entrepreneurial strategies, which in turn improves their overall performance.
[0025] Finally, the findings of this study offer valuable insights for academics and practitioners, helping to refine marketing strategies and management practices specifically for Indigenous small businesses. This research contributes to the broader understanding of how e-commerce and entrepreneurial orientation drive business sustainability and growth.
[0026] While the invention has been described and shown with reference to the preferred embodiment, it will be apparent that variations might be possible that would fall within the scope of the present invention.
BRIEF DESCRIPTION OF DRAWINGS
[0027] So that the manner in which the above-recited features of the present invention can be understood in detail, a more particular description of the invention, briefly summarized above, may have been referred by embodiments, some of which are illustrated in the appended drawings. It is to be noted, however, that the appended drawings illustrate only typical embodiments of this invention and are therefore not to be considered limiting of its scope, for the invention may admit to other equally effective embodiments.
[0028] These and other features, benefits, and advantages of the present invention will become apparent by reference to the following text figure, with like reference numbers referring to like structures across the views, wherein:
[0029] Figure 1: Research Model;
[0030] Chart 1: Demographical Information;
[0031] Chart 2: Business profile; and
[0032] Figure 2: Path Coefficients.
DETAILED DESCRIPTION OF THE INVENTION
[0033] While the present invention is described herein by way of example using embodiments and illustrative drawings, those skilled in the art will recognize that the invention is not limited to the embodiments of drawing or drawings described and are not intended to represent the scale of the various components. Further, some components that may form a part of the invention may not be illustrated in certain figures, for ease of illustration, and such omissions do not limit the embodiments outlined in any way. It should be understood that the drawings and the detailed description thereto are not intended to limit the invention to the particular form disclosed, but on the contrary, the invention is to cover all modifications, equivalents, and alternatives falling within the scope of the present invention as defined by the appended claim.
[0034] As used throughout this description, the word "may" is used in a permissive sense (i.e. meaning having the potential to), rather than the mandatory sense, (i.e. meaning must). Further, the words "a" or "an" mean "at least one" and the word "plurality" means "one or more" unless otherwise mentioned. Furthermore, the terminology and phraseology used herein are solely used for descriptive purposes and should not be construed as limiting in scope. Language such as "including," "comprising," "having," "containing," or "involving," and variations thereof, is intended to be broad and encompass the subject matter listed thereafter, equivalents, and additional subject matter not recited, and is not intended to exclude other additives, components, integers, or steps. Likewise, the term "comprising" is considered synonymous with the terms "including" or "containing" for applicable legal purposes. Any discussion of documents, acts, materials, devices, articles, and the like are included in the specification solely for the purpose of providing a context for the present invention. It is not suggested or represented that any or all these matters form part of the prior art base or were common general knowledge in the field relevant to the present invention.
[0035] In this disclosure, whenever a composition or an element or a group of elements is preceded with the transitional phrase "comprising", it is understood that we also contemplate the same composition, element, or group of elements with transitional phrases "consisting of", "consisting", "selected from the group of consisting of, "including", or "is" preceding the recitation of the composition, element or group of elements and vice versa.
[0036] The present invention is described hereinafter by various embodiments with reference to the accompanying drawing, wherein reference numerals used in the accompanying drawing correspond to the like elements throughout the description. This invention may, however, be embodied in many different forms and should not be construed as limited to the embodiment set forth herein. Rather, the embodiment is provided so that this disclosure will be thorough and complete and will fully convey the scope of the invention to those skilled in the art. In the following detailed description, numeric values and ranges are provided for various aspects of the implementations described. These values and ranges are to be treated as examples only and are not intended to limit the scope of the claims. In addition, several materials are identified as suitable for various facets of the implementations. These materials are to be treated as exemplary and are not intended to limit the scope of the invention.
[0037] The present invention relates to impact of E-commerce adoption and entrepreneurial orientation on sustainable performance of HO indigenous small businesses. The conceptual framework suggests a direct relationship between e-commerce adoption and the sustainable performance of Indigenous small businesses. Meanwhile, entrepreneurial orientation has an indirect effect on sustainable performance by moderating the impact of e-commerce adoption. Thus, while e-commerce adoption directly drives performance, entrepreneurial orientation enhances this relationship by facilitating more strategic use of e-commerce tools.
[0038] H1: E-commerce adoption has a significant positive impact on the sustainable performance of HO indigenous small businesses.
[0039] H2: Entrepreneurial orientation positively moderates the relationship between e-commerce adoption and sustainable performance in Indigenous small businesses.
[0040] H3: E-commerce adoption leads to improved economic, environmental, and social sustainability in Indigenous small businesses.
[0041] The study was conducted in the West Singhbhum district, targeting small business owners from urban, suburban, and remote regions. Participants represented a diverse range of Indigenous small business owners to provide a comprehensive understanding of the research context. A survey-based approach was used to collect quantitative data through a structured questionnaire, with purposive sampling to recruit respondents. Additionally, interviews with various stakeholders, including HO Indigenous business owners, provided qualitative insights. The population included Indigenous small business owners from different areas of West Singhbhum, representing a well-defined target group relevant to the study's objectives. A sample of 100 HO Indigenous entrepreneurs from West Singhbhum was selected.
[0042] The study looked at how e-commerce adoption, entrepreneurial orientation (EPO), and sustainable performance of HO Indigenous small businesses are related. Initially, e-commerce adoption (ECA) was seen as the independent variable, with sustainable small businesses performance (SBP) as the dependent variable. Entrepreneurial orientation was identified as a moderating variable influencing the relationship between E-Commerce adoption and sustainable business performance. Using Smart PLS version 4.0, path analysis was done with Indigenous Small Business Performance as the dependent variable and e-commerce adoption and entrepreneurial orientation as independent and moderating factors.
[0043] The demographic data reveals a predominantly young adult population, with 65% of respondents aged 26-35 and a significant representation of individuals aged 18-25 (23%), while those aged 36 and above constitute only 12%. The gender distribution shows a notable imbalance, with males making up 61% of the sample compared to 39% females, potentially indicating a male-dominated environment. In terms of educational qualifications, 34% have completed secondary education, 28% higher secondary, 22% are graduates, and 16% hold post-graduate degrees. This suggests that while some individuals have pursued higher education, a considerable portion lacks advanced degrees, highlighting gaps in educational attainment that may warrant further investigation to understand their implications for the surveyed population.
Table 1
Demographical Information
Frequency Percentage
Age 18-25 23 23.0
26-35 65 65.0
36 and above 12 12.0
Gender Male 61 61.0
Female 39 39.0
Educational Qualification Secondary education 34 34
Higher Secondary 28 28
Graduate 22 22
Post-Graduation and above 16 16
[0044] The data provides in the Table 2, insights into Indigenous small businesses, showing an almost equal distribution between rural (52%) and urban (48%) locations. Most businesses have been operating for 6-10 years (36%), with retail (39%) and manufacturing (31%) being the dominant sectors. A significant portion of businesses (51%) report monthly transactions between ₹1,00,000 and ₹5,00,000, while smaller segments fall below ₹50,000 (11%) or above ₹5,00,000 (7%). Overall, the businesses are primarily concentrated in retail and manufacturing with mid-range transaction volumes across both rural and urban settings.
Table 2
Business profile
Frequency Percentage
Business Location Rural 52 52.0
Urban 48 48.0
Tenure of business Less than 2 years 21 21.0
2-5 years 32 32.0
6-10 years 36 36.0
More than 10 years 11 11.0
Business Sector Retail 39 39.0
Manufacturing 31 31.0
Agriculture 23 23.0
Service 7 7.0
Monthly Business Transactions Under ₹50,000 11 11.0
₹50,000 - ₹1,00,000 31 31.0
₹1,00,000 - ₹5,00,000 51 51.0
Above ₹5,00,000 7 7.0
[0045] The study's scales in Table 3 show satisfactory internal consistency and reliability, with Cronbach's alpha values above 0.7 considered acceptable. Sustainable Business Performance (SBP) has a 0.731 score, E-commerce Adoption (ECA) shows 0.827, and Entrepreneurial Orientation (SEO) has a 0.715 rating. These findings demonstrate reliable measurements for future analysis of the variables.
Table 3
Cronbach's alpha
Business Performance (SBP) 0.731
E-commerce Adoption (ECA) 0.827
Entrepreneurial Orientation (SEO) 0.715
[0046] The R-square value of 0.157 indicates that 15.7% of the variation in business performance (SBP) can be explained by the independent variables in the model. The adjusted R-square of 0.130 accounts for the number of predictors, showing a slightly lower explanatory power (13%), reflecting model fit with adjusted factors and all results are shown in the Table 4.
Table 4
R-square R-square adjusted
Business Performance (SBP) 0.157 0.130
The path analysisresultsin the Table 5and Figure 2 reveal that both e-commerce adoption (ECA) and entrepreneurial orientation (SEO) have significant positive impacts on business performance (SBP). ECA shows a positive relationship with business performance (Coefficient = 0.203, P = 0.049), indicating that adopting e-commerce improves performance. Similarly, SEO has a moderate positive effect (Coefficient = 0.283, P = 0.022), suggesting that entrepreneurial orientation also enhances business outcomes. Additionally, the interaction between SEO and ECA has a strong positive effect (Coefficient = 0.426, P = 0.042), meaning the combination of entrepreneurial orientation and e-commerce adoption further boosts business performance. These findings highlight that both factors, individually and together, significantly contribute to sustainable performance in small businesses.
Table 5
Coefficient
(O) (M) (STDEV) T statistics (|O/STDEV|) P values
E-commerce Adoption (ECA) -> Business Performance (SBP) 0.203 0.241 0.294 3.692 0.049
Entrepreneurial Orientation (SEO) -> Business Performance (SBP) 0.283 0.331 0.173 3.633 0.022
Entrepreneurial Orientation (SEO) x E-commerce Adoption (ECA) -> Business Performance (SBP) 0.426 0.212 0.108 4.170 0.042
[0047] Entrepreneurial orientation plays a crucial role in the relationship between e-commerce adoption and the sustainable business performance of Indigenous small enterprises. Entrepreneurs who embrace e-commerce are more likely to achieve sustainable performance, as the adoption of e-commerce serves as a powerful tool for marketing, sales, and operational efficiency. It enhances productivity, reduces inventory costs, increases sales, improves customer satisfaction, and enables market expansion. More companies are adopting e-commerce to reap these benefits.
[0048] This study examines the significance of e-commerce adoption and its correlation with entrepreneurial orientation and sustainable business performance. In line with Grandon (2004), it was observed that many Indigenous small business owners remain hesitant to adopt e-commerce, despite the potential commercial and technological advantages. Interestingly, the study also found that price was not a significant barrier to e-commerce adoption, given the associated benefits such as increased sales and reduced working hours.
[0049] The results revealed that entrepreneurial orientation has a moderate impact on the sustainable business performance of Indigenous small enterprises, especially when e-commerce is adopted. This finding contrasts with Shah and Ahmad (2019), who reported a stronger positive relationship between these variables. Additionally, the study found that certain dimensions of entrepreneurial orientation-such as proactiveness and risk-taking-had a significant positive influence on firm performance, while others, like innovativeness and autonomy, had a lesser impact.
[0050] These results align with Abebe (2014), who noted that e-commerce adoption significantly improves the annual growth rate of Indigenous small enterprises, particularly when managers exhibit a high degree of entrepreneurial orientation. Proactive, risk-taking, and innovative business owners are better equipped to leverage e-commerce technologies, take on risks, explore new opportunities, innovate products and services, and respond effectively to the ever-changing economic environment.
[0051] This study has identified the significant influence of e-commerce adoption on the sustainable performance of Indigenous small businesses, with entrepreneurial orientation having the potential to moderate this relationship. The findings emphasize the importance of adopting e-commerce and fostering entrepreneurial orientation to enhance business performance. The study also provides a foundation for future research to further explore the critical roles of e-commerce adoption and entrepreneurial orientation in Indigenous enterprises.
[0052] The researchers highlighted the crucial role of government in supporting sustainable Indigenous small business performance, particularly through policy initiatives that encourage e-commerce adoption. Strengthening these policies can help Indigenous small businesses leverage the benefits of e-commerce more effectively. Additionally, Indigenous business owners can better identify and map their target customers by integrating e-commerce with entrepreneurial strategies, which in turn improves their overall performance.
[0053] Finally, the findings of this study offer valuable insights for academics and practitioners, helping to refine marketing strategies and management practices specifically for Indigenous small businesses. This research contributes to the broader understanding of how e-commerce and entrepreneurial orientation drive business sustainability and growth.
[0054] Various modifications to these embodiments are apparent to those skilled in the art from the description and the accompanying drawings. The principles associated with the various embodiments described herein may be applied to other embodiments. Therefore, the description is not intended to be limited to the 5 embodiments shown along with the accompanying drawings but is to be providing the broadest scope consistent with the principles and the novel and inventive features disclosed or suggested herein. Accordingly, the invention is anticipated to hold on to all other such alternatives, modifications, and variations that fall within the scope of the present invention and appended claims.
, Claims:CLAIMS
We Claim:
1) A method for enhancing sustainable performance in Indigenous small businesses, the method comprising:
- implementing an e-commerce adoption process to facilitate online marketing, sales, and operational activities;
- measuring sustainable performance outcomes, including economic, environmental, and social dimensions;
- wherein the e-commerce adoption improves business performance metrics in at least one of the sustainable performance dimensions.
2) The method as claimed in claim 1, wherein the method further comprising:
- utilizing an entrepreneurial orientation framework to enhance the strategic impact of the e-commerce adoption process; wherein the entrepreneurial orientation framework includes proactive measures, risk-taking, and responsiveness to new market opportunities.
3) The method as claimed in claim 1, wherein the e-commerce adoption process includes tools for inventory management, customer relationship management, and digital payment integration.
4) A system for assessing and improving sustainable performance in Indigenous small businesses, the system comprising:
- an e-commerce platform configured to facilitate business transactions, inventory tracking, and customer engagement;
- a sustainable performance assessment module to evaluate the economic, environmental, and social impact of the business operations;
- wherein the system measures the impact of e-commerce adoption on sustainable performance metrics.
5) The system as claimed in claim 4, wherein the system further comprising a moderating module that integrates an entrepreneurial orientation factor, configured to adjust the assessment based on levels of proactiveness, risk-taking, and innovation in the business.

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