Towards an economic recovery after the COVID-19 pandemic: empirical study on electronic commerce adoption by small and medium-sized enterprises in Vietnam

The COVID-19 outbreak has created a severe crisis for the general economic situation. Despite the short duration of the pandemic, many innovations are implemented for organizational survival and recovery in the competitive market environment of digital age. This paper aims to find out significant factors and how they impact on E-commerce adoption by small and medium-sized enterprises in Vietnam, especially during the epidemic. The results reveal that technology perceived compatibility has the greatest effect on E-commerce adoption, followed by management support and external pressure. Moreover, external support only has minor impact on E-commerce adoption during the Covid-19. Meaningfully, this study makes a contribution to both innovation literature and practical management with new insight of current Vietnamese situation for small and medium-sized organizations.