Journal of BIMP-EAGA Regional Development <div> <p style="text-align: justify;">The journal main goal is to provide platform for knowledge dissemination on regional development issues in the BIMP-EAGA (Brunei-Indonesia-Malaysia-Philippines East ASEAN Growth Area) region. It provides a forum for researchers in various areas and fields of expertise to publish their research findings, research report, reviews and any outcome related to the BIMP-EAGA regions from academic discourse avenues such as conferences, seminars and workshops especially those organised by Borneo Tourism Research Center (BTRC), Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah. The journal aims to be the leading data bank and point of reference that enrich the publications for the BIMP-EAGA region and published by Borneo Tourism Research Center (BTRC), Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah.</p> <p style="text-align: justify;">The paper accepted in this journal will be publish <strong>online first</strong> in the current issue. <br /><br />ISSN: 2232-1055</p> <p style="text-align: justify;">The journal is currently indexed in <a href="">MyJurnal</a>, <a href="">i-journal</a> and <a href="">i-Focus</a>. </p> </div> en-US (Awangku Hassanal Bahar bin Pengiran Bagul) (Mohd Azri bin Ahmad) Thu, 01 Jun 2023 12:51:31 +0800 OJS 60 EXPLORING THE FACILITATORS OF E-COMMERCE ADOPTION AMONG RURAL ENTREPRENEURS IN SABAH <p>The economic paradigm is currently shifting from traditional approaches to a digital-based economy. This transformation required all businesses to fully utilize e-commerce platforms as part of their business operation. However, in contrast with urban entrepreneurs, rural entrepreneurs face greater challenges to embrace the transition. Hence, this study aimed to explore the facilitators of e-commerce adoption among rural entrepreneurs in Sabah. This study adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) as the underpinning theory to conceptualize the facilitators of adoption. Qualitative face-to-face semi-structured interviews with the rural entrepreneurs were conducted to gain an in-depth understanding of the phenomenon. The data were then analyzed using thematic analysis. The result of this study suggested that the rural entrepreneurs were facilitated by observational learning in addition to all UTAUT dimensions. The outcome of this study is hoped to provide beneficial inputs to the relevant stakeholders to encourage more participation among rural entrepreneurs in adopting e-commerce platforms.</p> BIBIANAH THOMAS Copyright (c) 2023 Thu, 01 Jun 2023 00:00:00 +0800