Abstract

In this digitally driven world, digital transformation is essential for the survival and growth of businesses, including cooperatives. This explanatory sequential mixed methods study investigated the influence of digital orientation on the digital transformation of Multi-Purpose Cooperatives (MPCs) in Davao Region, Philippines. Quantitative data, sourced from 316 respondents through stratified random sampling, revealed that MPCs of all sizes exhibit high levels of digital orientation and digital transformation. This showcases a readiness to embrace new technologies and engage in digitalization initiatives among MPCs. Notably, smaller MPCs demonstrate significantly higher digital orientation compared to medium-sized ones, potentially due to their agility and openness to new trends. Having a digital mindset proved to be a significant predictor of successful digital transformation for medium and large MPCs, whereas, this relationship is not significant for smaller cooperatives. Qualitative data reinforced and enriched these findings, emphasizing the challenges faced by smaller MPCs in terms of resources and technology access. As such, connecting-confirmation turned out to be the nature of integration for this mixed methods study.

Keywords: business management, digital orientation, digital transformation, explanatory sequential design mixed-methods, multi-purpose cooperatives, diffusion of innovation theory

 

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