The role of sustainable digital education in promoting e-commerce adoption: A case study of small enterprises in Jordan

Abstract

This study explores the role of sustainable digital education in fostering e-commerce adoption among SMEs in Jordan. Guided by the TOE framework and the DOI theory, the research examines how four key factors—sustainable digital education, technological infrastructure, organizational readiness, and regulatory support—affect the integration of e-commerce practices. A quantitative methodology was employed, utilizing a structured survey distributed to 180 SMEs, yielding 151 valid responses. Exploratory factor analysis (EFA), correlation analysis, and multiple linear regression were used to analyze the data. Findings indicate that all four variables significantly and positively influence e-commerce adoption. Organizational readiness emerged as the strongest predictor, followed by regulatory support, technological infrastructure, and sustainable digital education. Despite the high availability of digital training programs, their limited contextual relevance reduces their overall impact. The results underline the necessity for tailored educational strategies, robust digital ecosystems, and proactive policy frameworks to enhance digital transformation among SMEs. The study contributes to the literature by validating the TOE model in a developing country context and providing practical implications for SME owners, policymakers, and educators. It highlights the interplay between institutional support and internal capabilities in achieving sustainable e-commerce integration. The findings are especially relevant for regions facing infrastructural and digital skill challenges, offering evidence-based recommendations for inclusive economic growth through digital means.