Decoding the Impact of Perceived Risk and Digital Trust on Adoption of Online Lead Generation Among B2B Micro, Small,and Medium-Sized Enterprises (MSME)
DOI:
https://doi.org/10.66635/2w8zne39Keywords:
Digital Trust, B2B E-Marketplaces, Online Lead Generation (OLG) Platforms, Technology Adoption (UTAUT2), MSME Intention-Behavior Gap, Perceived RiskAbstract
This study investigates the pivotal role of Digital Trust in the adoption of Online Lead Generation (OLG) e-marketplaces among Micro, Small, and Medium Enterprises (MSMEs) across industrial clusters in Delhi NCR. Grounded in a modified UTAUT2 framework, Transaction Cost Economics, a quantitative survey was administered to 385 MSME owner or decision-makers. It was then evaluated using Covariance-Based Structural Equation Modeling (CB-SEM) in IBM AMOS. The empirical results reveal that Digital Trust (β = .037, p = .023) and Perceived Value (β = 1.278, p < .001) significantly drive Behavioural Intention, while Perceived Risk (β = -.037, p = .014) acts as a direct cognitive barrier. Together, these constructs account for 67.4% of the variance in Behavioural Intention (R² = 0.674). Interestingly, the hypothesized path between Behavioural Intention and Actual Usage was not supported (β = .149, p = .482), exposing a pronounced Intention-Behavior Gap. Direct paths from Digital Trust, Perceived Value, and Perceived Risk to Actual Usage were likewise not supported (p > .30). These insights highlight that overcoming the Digital Trust Deficit through robust lead verification is essential, but platforms must actively bridge operational and onboarding barriers to convert vendor intent into actual sustained usage.
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