RELATIONSHIP BETWEEN PERCEIVED USEFULNESS, PERCEIVED EASE AND E-MARKETING INTENTION AMONG SMES IN GOMBE STATE, NIGERIA

Sheba Muazu, Umar Inuwa, Adamu Ibrahim

Abstract



This study examined relationship between perceived usefulness, perceived ease of use, and e-marketing intention among SMEs in Gombe State, Nigeria. The study employed a survey design. The population comprised 1580 registered Small and Medium Enterprises (SMEs) operating within Gombe State, with a sample size of 300 determined using G*Power. 300 Owners/Managers were randomly selected for data collection using the e-Marketing Intention Questionnaire. Data collected was analyzed multiple regression through SPSS version 25. Findings revealed a positive and statistically significant relationship between perceived usefulness, perceived ease of use, and e-marketing intention among SMEs in Gombe State, Nigeria. By implication perceived usefulness and ease of use of e-marketing tools of e-marketing tools and plays a significant role in influencing SMEs' intentions to implement e-marketing initiatives within their operations. Hence, creating a conducive environment for e-marketing adoption is crucial for addressing the non-utilization of e-marketing among SMEs in Gombe State. This study therefore, recommended that Gombe State Ministry of Commerce and Industries in collaboration with SMEDAN should organize a training and capacity building programs to equip SME owners and employees in the State with the necessary skills and knowledge to effectively utilize e-marketing tools. These programs should emphasize practical demonstrations, hands-on exercises, and case studies showcasing successful e-marketing implementations within similar SME contexts.

Keywords: perceived usefulness, perceived ease of use, e-marketing intention, small and medium- scale enterprises.


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