Insight into e-commerce adoption among culinary MSMEs: integrating TAM, TPB, and sentiment evidence

This study examines e-commerce adoption among culinary micro, small, and medium enterprises (MSMEs) in Bandung Raya, Indonesia, through a behavioural entrepreneurship perspective by integrating the technology acceptance model (TAM), the theory of planned behaviour (TPB), and sentiment evidence from MSME owners. Using survey data from 303 business owners and partial least squares structural equation modelling (PLS-SEM), the study investigates how cognitive, social, and control mechanisms shape the translation of behavioural intention into actual digital behaviour. The findings show that perceived ease of use, attitude, subjective norms, and perceived behavioural control significantly influence behavioural intention, which in turn predicts actual e-commerce adoption. Perceived behavioural control also directly affects behaviour, indicating a dual path adoption mechanism. Exploratory sentiment analysis of open-ended responses complements these results by indicating that adoption experiences are shaped by perceived usability, capability constraints, and social support, reinforcing the intention-behaviour enactment perspective in resource-constrained MSME settings. The study contributes to the behavioural entrepreneurship literature by positioning MSME digital adoption as an intention-behaviour transformation process rather than merely a technology acceptance outcome. Practically, the findings inform policymakers and platform providers in designing interventions that improve usability, strengthen digital capability, and reduce structural barriers to adoption.