Digital Support Framework for Micro-Entrepreneurs in Naga City People's Mall

Abstract

This research explored the readiness of micro-entrepreneurs at the Naga City People's Mall in utilizing digital tools for their daily business operations. This study primarily focused on their digital awareness and skills, attitude towards digitalization, and barriers affecting digital adoption. This research is anchored in the Diffusion of Innovations Theory and the Technology Acceptance Model (TAM). A quantitative, descriptive-correlational design was utilized, and data were collected through structured surveys administered to randomly selected micro-entrepreneurs using a 5-point Likert scale. The findings showed skilled, educated, and experienced micro-entrepreneurs working mainly in lean setups. Respondents showed a "Very High" level of digital awareness and "High" overall attitude towards digitalization. While highly confident in their personal digital skills, they feel only "moderately" comfortable with the specific tools needed for e-commerce, indicating a clear gap between personal digital use and business application. Results from the Chi-Square test showed that Age and Education are significantly related to both digital awareness and digital skills (p = 0.000). Length of Business Experience and Business Type also affected specific readiness dimensions. Furthermore, external barriers played a critical role, with poor internet connectivity (mean of 3.62) and a strong preference for cash transactions (mean of 3.94) as the main obstacles preventing digital adoption. Addressing these gaps, the study presents the "SAOD KITA" Digitalization Support Framework, which focuses on four key areas: specialized knowledge in strategic use of social media for business, cybersecurity, especially along the use of QR and digital payments, accessible infrastructure through reliable WiFi connection, operational improvements by use of POS, and a local "Digital Buddy" mentorship program. Ultimately, the framework offers tailored programs for local governments and private partners to promote sustainable, inclusive digital change in the public market ecosystem, specifically at the Naga City People's Mall.