The effects of employee e-readiness on the integration of e-commerce in international trade

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Abstract
To assess the impact of employee e-readiness on companies operating in international markets and their adoption of e-commerce, a survey was conducted with a sample of 154 Serbian SME exporters in collaboration with the Serbian Association of Employers at the end of 2024. The online questionnaire examined how employee e-readiness influences SMEs’ willingness to engage in exports, particularly through e-commerce. Seven factors of employee e-readiness were identified as independent variables, while eight factors related to e-commerce application in international trade were defined as dependent variables. Business owners and managers, the targeted respondents, evaluated these statements using a Likert scale. The results revealed a significant impact and strong interrelation between the variables, with digital competency and technology adaptability identified as key factors influencing e-commerce adoption in international trade. Additionally, global market access, online marketplaces, and channel access were recognized as crucial factors for international trade success. The findings of this study contribute to the literature on internationalization, network effects, cost efficiency, and institutional frameworks, offering valuable insights for SMEs seeking to leverage e-commerce in the global marketplace.

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