E-BUSINESS ADOPTION BASED ON THE TECHNOLOGY ACCEPTANCE MODEL (TAM): EVIDENCE FROM ALBANIAN SMEs AND A COMPARATIVE ANALYSES WITH THE WESTERN BALKANS REGION

Abstract

This study investigates the factors influencing e-business adoption among small and medium-sized enterprises (SMEs) in Albania, based on the Technology Acceptance Model (TAM). To better reflect the realities of developing economies, the model is extended with organizational and technological variables such as firm size, technological compatibility, perceived usefulness, and perceived ease of use. A quantitative research design was employed, collecting data from 384 SMEs across Albania and other Western Balkan countries. Structural Equation Modelling (SEM) was applied to test six hypotheses addressing direct, mediating, and moderating relationships. The findings reveal that firm size and technology adoption have a significant positive effect on e-business success. Technological compatibility mediates the relationships between firm size, technology adoption, and performance, while perceived ease of use moderates these effects. Comparative analysis shows that North Macedonia and Serbia demonstrate higher levels of digital maturity compared to Albania and Kosovo. The study validates the applicability of the extended TAM framework within the SME context of developing economies, emphasizing that both perceptual and organizational determinants jointly drive successful digital transformation. Policy implications suggest that governments should strengthen digital infrastructure, enhance managerial digital competencies, and provide fiscal incentives to encourage technology adoption.