Abstract: Using the Technology–Organization–Environment (TOE) framework, this study investigated what drives e-commerce adoption among agribusinesses in Bukidnon, a key agricultural province in the Philippines. Employing a quantitative research design, data was collected through surveys from 200 purposively selected owners and managers of registered agribusinesses. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study found that relative advantage, cost, organizational readiness, business size, competitive pressure, and trading partner readiness significantly impacts e-commerce adoption. Notably, trading partner readiness emerged as the strongest predictor, while complexity, technological readiness, and government support showed no significant influence. The findings highlight that smaller firms with prepared networks and internal capacities are more likely to adopt digital platforms. This study provides empirical support for the TOE framework in an agricultural context and underscores the importance of practical, stakeholder-driven approaches over purely technological or government-led initiatives in enhancing digital transformation among rural MSMEs.

Keywords: E-commerce Adoption, Relative Advantage, Organizational Readiness, Business Size, Competitive Pressure, Trading Partners Readiness

Pages: 2214-2224