A systematic review of digital technology adoption among rural MSEs: Insights for Sabah

Abstract

This study reviews and analyzes the status and the influencing factors of digital technology adoption among rural MSEs. It provides regional insights and validates adoption factors using the Analytic Hierarchy Process (AHP). The research follows a two-phase method design. Phase 1 uses a systematic literature review (SLR) to examine adoption status, influencing factors, and evolving perspectives. Thirty-seven articles from 2011 to 2025 were reviewed from SCOPUS, ProQuest, and Emerald Insight databases. Findings reveal six interrelated perspectives on adoption factors. The study proposes an analytic framework of individual, technological, organizational, environmental, entrepreneurial, and sustainable (ITOEES) factors. In Phase 2, AHP assesses the importance of these factors with expert input from rural industry and academia. Results highlight six critical factors: economic considerations, entrepreneurial orientation, access to finance, context-specific conditions, data security concerns, and technology utilization levels. The ITOEES framework provides theoretical implications for future research on rural MSE digital adoption. Stakeholders should address resource constraints, improve infrastructure, and create culturally appropriate digital solutions to boost resilience and digital inclusion. By combining SLR and AHP, this study provides targeted insights for rural MSEs in Sabah, enriching the literature on digital adoption in developing regions and offering ITOEES frameworks and guidance for Sabah's rural MSEs.