top of page
Published in
Academic Frontiers
Assessing the Digital Knowledge, Skills, and Attitudes of MSME Entrepreneurs: Enhancing E-Commerce Competitiveness Toward Sustainable Business Growth
ACADEMIC FRONTIERS Multidisciplinary e-Publication, 1(8), 108-116, ISSN: 3082-4400, 2025.
Recommended Citation:
Vivo, A. L. O., Alforte, C. B., Badilla, K. G., Camporedondo, B., Castillo, C. G. P., Edullan, J. M. U., Espiritu, I. C. T., Estrada, D. F., Figueroa, B. I. A., Gregorio, M. C. T., Salva, V. J. A., Sorreda, G. K. E., & Aquino, R. D. (2025). Assessing the digital knowledge, skills, and attitudes of MSME entrepreneurs: Enhancing e-commerce competitiveness toward sustainable business growth. Academic Frontiers: Multidisciplinary e-Publication, 1(8), 108–116. https://doi.org/10.5281/zenodo.1813743
Author(s)
Vivo et al.
Abstract
This study assesses the digital knowledge, skills, and attitudes of Micro, Small, and Medium Enterprises (MSMEs) entrepreneurs and examines their role in enhancing e-commerce competitiveness toward sustainable business growth. Using a descriptive qualitative research design, data were collected through semi-structured interviews with 15 purposively selected MSME entrepreneurs in Sta. Mesa, Manila, and is supported by relevant secondary literature. Thematic analysis revealed that MSME entrepreneurs possess multidimensional digital knowledge encompassing technical proficiency, strategic application, ethical awareness, and financial digital literacy, which enables efficient operations and informed decision-making. Strong digital skills in communication, digital marketing, analytics, problem-solving, and collaboration further support operational resilience and evidence-based strategies in online markets. Moreover, positive digital attitudes characterized by adaptability, growth orientation, ethical conduct, workforce readiness, and resilience facilitate effective technology adoption and sustained competitiveness. The findings indicate that e-commerce success and sustainability among MSMEs are not driven by technology alone but by the synergistic integration of digital knowledge, skills, and attitudes. The study underscores the need for targeted capacity-building programs and policy interventions to strengthen holistic digital competencies among MSME entrepreneurs.
bottom of page