Dual Role of Trust and Self-Efficacy in Mediating and Moderating the Digital Market Adoption of Underserved MSMEs in Developing Countries

This study addresses the critical challenge of digital market adoption among underserved MSMEs in developing countries, who face significant barriers beyond infrastructure. It extends the Technology-Organization-Environment (TOE) framework by incorporating individual-level factors: self-efficacy and trust. This study reveals that trust plays a significant dual role in digital market adoption among underserved MSMEs: acting as a crucial foundational psychological state that enables other factors to influence adoption, and as a moderator that strengthens the impact of perceived usefulness and facilitating conditions on adoption intention.本研究聚焦发展中国家受服务不足的中小微企业（Micro, Small and Medium Enterprises, MSMEs）在数字市场采纳方面面临的严峻挑战，这类主体所遭遇的显著障碍远超基础设施范畴。本研究通过纳入个体层面的自我效能感与信任两个因素，拓展了技术-组织-环境（Technology-Organization-Environment, TOE）框架。研究结果显示，信任在受服务不足的中小微企业的数字市场采纳过程中扮演着关键的双重角色：一方面作为核心基础性心理状态，为其他因素影响企业的数字市场采纳行为提供支撑；另一方面作为调节变量，强化了感知有用性与便利条件对采纳意向的作用效果。