数字化转型 Capability as a Driver of Agropreneurial 性能 in 社会 电商 上下文
ARBMS2 expanded manuscript — capability, platform utilisation and institutional alignment in AMTTSE
Abd Razzif Abd Razak1*, Nur Hafizah Roslan2, Siti Faizah Zainal3, Siti Nurulaini Azmi4, Nur Syairah Ani5, Nurul Illahi Zainal Abidin6, Mohd Shahir Omar7
Structured as an expanded full-length ARBMS empirical paper (~18 journal pages) responding to editorial feedback that the prior submission was too short. Original title, research 目标, hypotheses, dataset, methodology and findings are retained; every major section is deepened with theory, method justification, discussion and implications. 85 scholarly references.
Abstract
The rapid expansion of social commerce has transformed entrepreneurial activity by enabling small firms to reach broader markets through integrated content, interaction and transaction functions. Yet platform access alone does not explain why some agropreneurs convert digital activity into stronger business performance. 本研究探讨 the relationships between adaptive content capability, platform capability utilisation, institutional alignment capability and agropreneurial performance in the Agromarketing Masterclass TikTok 商店 Edition (AMTTSE), a national digital entrepreneurship programme implemented by the Federal Agricultural 营销 权威性 (FAMA), 马来西亚.
A quantitative, cross-sectional 设计 draws on programme evidence covering 80 companies, 160 entrepreneurs and 425 SKUs (June–December 2024). PLS-SEM is used to evaluate the conceptual model. Findings indicate that adaptive content capability, platform capability utilisation and institutional alignment capability are positively related to agropreneurial performance, and that platform capability mediates the content–performance pathway. Programme records show cumulative sales of RM6,205,957.06 and a reported ROI of approximately 1:31. The study contributes to RBV, 动态 能力 and 机构 Theory applications in digital agropreneurship and offers guidance for capability-centred social-commerce programmes.
关键词: Agromarketing Masterclass TikTok 商店 Edition; digital transformation capability; agropreneurial performance; social commerce; resource-based view; dynamic capabilities theory; institutional theory
1. 简介
Expanded framing: digital economy, 行业 4.0 / Society 5.0, social commerce, Malaysian agropreneurship and AMTTSE.
数字化 transformation has moved from a technology-adoption concern to a strategic question about how organisations reconfigure resources, routines and market relationships under platform-mediated competition. 行业 4.0 and Society 5.0 discourses, together with national blueprints such as 马来西亚’s 数字化 Economy Blueprint and National Agrofood 政策, have intensified expectations that micro and small agro-enterprises will compete through digital channels rather than through conventional intermediary-heavy chains alone.
社会 commerce — especially TikTok 商店 — compresses discovery, trust formation and transaction into one environment. For agropreneurs, this creates opportunity and pressure simultaneously: opportunity because content-driven selling can bypass geographic and intermediary constraints; pressure because remaining offline increasingly means competitive exclusion. The Federal Agricultural 营销 权威性 (FAMA) introduced the Agromarketing Masterclass TikTok 商店 Edition (AMTTSE) as a structured public–platform intervention to build practical digital marketing, livestream and content capabilities among agropreneurs.
The programme involved 80 companies and 160 entrepreneurs across two training cohorts, with performance monitoring from June to December 2024. Cumulative sales reached RM6,205,957.06 with a reported return on investment of approximately 1:31. Despite these headline outcomes, scholarly questions remain about the capability mechanisms that translate training and platform access into sustainable agropreneurial performance. This ARBMS2 manuscript expands the original submission into a full empirical research paper while preserving the original title, 目标, hypotheses, dataset and directional findings — directly addressing the editorial decision that the paper was too short as a research paper.
文献, Theory and Hypotheses
RBV · 动态 能力 · 机构 Theory · 社会 commerce · 研究 gap
数字化 transformation capability is treated as a strategic organisational capacity to mobilise digital resources into commercially meaningful routines. In this study it is represented through adaptive content capability, platform capability utilisation and institutional alignment capability.
Resource-Based 查看 explains performance heterogeneity through valuable, rare, imperfectly imitable and non-substitutable resources. 内容 and platform routines can function as such resources when they are embedded in seller practice rather than remaining as latent access.
动态 能力 Theory explains sensing, seizing and reconfiguring under environmental change. 平台 utilisation operationalises these micro-routines in a fast-moving social-commerce setting.
机构 Theory explains how government programmes, platform rules and legitimacy expectations shape capability development. In AMTTSE, public support and platform governance jointly structure the opportunity space.
Hypotheses (retained). H1: Adaptive content capability is positively related to agropreneurial performance. H2: 平台 capability utilisation is positively related to agropreneurial performance. H3: 机构 alignment capability is positively related to agropreneurial performance. H4: 平台 capability mediates the relationship between adaptive content capability and agropreneurial performance. Each hypothesis is justified in the full manuscript through multi-theory argumentation and recent literature.
研究 gap. Theoretical integration of RBV, DCT and 机构 Theory in public social-commerce programmes remains limited; empirical work often stops at adoption intention; Malaysian agropreneurship platform evidence is sparse; methodological reporting of capability SEM is often incomplete; and policy evaluation still over-weights enrolment relative to conversion capability.
2. Methodology
理念 · 设计 · population · measurement · PLS-SEM · ethics
The study adopts a post-positivist, quantitative, non-experimental and cross-sectional 设计. AMTTSE provides a bounded empirical setting in which agropreneurs share a common training and monitoring architecture while displaying substantial performance heterogeneity. The analytical record covers 80 companies, 160 entrepreneurs, 425 SKUs, channel sales, orders and seller-level GMV for June–December 2024.
PLS-SEM is used to evaluate the conceptual model, with bootstrapping for inference on direct and indirect effects. 测量 logic distinguishes adaptive content capability, platform capability utilisation, institutional alignment capability and agropreneurial performance. 可靠性, convergent validity and discriminant validity assessments are required before structural interpretation. Common-method, missing-value, screening and ethical procedures are discussed in full in the downloadable manuscript. Causal language remains cautious because the 设计 is non-experimental.
3. Results
Original tables retained. Interpretation expanded after each table in the full paper.
Table 1: 分销 of Participating Companies by 状态
| No. | 状态 | Companies (n) | 分享 (%) |
|---|---|---|---|
| 1 | 玻璃市 | 1 | 1.3 |
| 2 | 吉打 | 3 | 3.8 |
| 3 | Penang | 2 | 2.5 |
| 4 | 霹雳 | 8 | 10.0 |
| 5 | Kuala Lumpur | 6 | 7.5 |
| 6 | 雪兰莪 | 33 | 41.3 |
| 7 | 森美兰 | 5 | 6.3 |
| 8 | 马六甲 | 1 | 1.3 |
| 9 | Johor | 4 | 5.0 |
| 10 | 彭亨 | 3 | 3.8 |
| 11 | 吉兰丹 | 8 | 10.0 |
| 12 | 登嘉楼 | 4 | 5.0 |
| 13 | 沙巴 | 1 | 1.3 |
| 14 | 砂拉越 | 1 | 1.3 |
| 总计 | 80 | 100.0 |
来源: FAMA TikTok 商店 性能 报告 (2024). Participation is geographically concentrated, with 雪兰莪 accounting for 41.3% of firms.
Table 2: 摘要 of AMTTSE 性能
| Indicator | 价值 |
|---|---|
| Number of Companies | 80 |
| Number of Participants | 160 |
| SKU 总数s Marketed | 425 |
| PWD-Owned Companies | 13 |
| Cumulative 销售 (Jun–Dec 2024) | RM6,205,957.06 |
| Return on 投资 | 1:31 |
来源: FAMA TikTok 商店 性能 报告 (2024).
Table 3: 销售 价值 by 销售 渠道 (main manuscript table retained)
| 销售 渠道 | 销售 价值 (RM) | 分享 (%) |
|---|---|---|
| Livestream | 2,105,670.00 | 33.9 |
| Window (Profile 销售) | 1,875,034.00 | 30.1 |
| Short Video | 1,621,255.00 | 26.1 |
| Others (商店 Tab) | 603,998.06 | 9.9 |
| 总计 | 6,205,957.06 | 100.0 |
来源: FAMA TikTok 商店 性能 报告 (2024). Appendix Table A3 reports an alternative channel allocation from the source programme dataset; both are disclosed in the full paper.
Hypothesis testing (retained findings). Adaptive content capability, platform capability utilisation and institutional alignment capability significantly influence agropreneurial performance. 平台 capability significantly mediates the relationship between content capability and performance. The full paper expands interpretation against international digital-transformation and livestream-commerce studies, and discusses managerial meaning beyond numerical restatement.
Table A2: Monthly Programme 性能
| 月份 | 总销售额 (RM) | Livestream (RM) | Short Video (RM) | 产品 Sold | Orders |
|---|---|---|---|---|---|
| June | 497,762.95 | 194,759.55 | 180,940.23 | 21,280 | 3,271 |
| July | 507,967.92 | 174,190.65 | 193,101.29 | 22,298 | 3,381 |
| August | 728,225.46 | 259,453.12 | 300,783.08 | 34,583 | 4,645 |
| September | 692,259.02 | 263,009.12 | 263,940.70 | 25,617 | 7,159 |
| October | 814,482.14 | 323,530.03 | 317,551.16 | 32,334 | 6,164 |
| November | 1,259,317.52 | 402,162.25 | 638,313.61 | 37,804 | 10,194 |
| December | 1,705,942.05 | 582,847.27 | 871,599.37 | 45,192 | 14,571 |
Monthly totals sum to RM6,205,957.06. Trajectory is upward; December is the peak month.
Table A3: 销售 by 渠道 (appendix source allocation)
| 渠道 | June–Dec 销售 (RM) | 分享 of 总计 (%) |
|---|---|---|
| Livestream | 2,199,951.99 | 35.4 |
| Short Video | 2,766,229.44 | 44.6 |
| Window/Profile | 127,020.07 | 2.0 |
| Others/商店 Tab | 1,112,755.54 | 17.9 |
| 总计 | 6,205,957.06 | 100.0 |
Appendix source emphasises short-video dominance. Disclosed alongside main Table 3 without silent substitution.
Discussion, Contributions and Implications
The findings portray digital transformation capability as a configuration rather than a single skill. 内容 routines matter, but they become commercially powerful when operationalised through platform capability. 机构 alignment remains performance-relevant in a public–platform programme where legitimacy, coaching and compliance shape conversion opportunity.
Theoretical contributions extend RBV (capability bundles, not mere access), 动态 能力 (platform utilisation as sensing–seizing–reconfiguring), 机构 Theory (alignment as performance-已关联), and seller-side social-commerce research.
Practical implications target entrepreneurs, FAMA, 中小企业 Corp, MARDI, TikTok 商店, training providers and universities: redesign training as integrated conversion 系统; coach low- and zero-output sellers early; evaluate programmes with activation and median outcomes, not only headline GMV.
政策 implications connect to the 马来西亚 数字化 Economy Blueprint, National Agrofood 政策 and 中小企业 digitalisation: sequence support into onboarding, intensive conversion coaching and advanced growth tiers rather than uniform enrolment-only models.
局限性 include cross-sectional 设计, programme-based sample, single-country and single-platform scope, secondary-data boundaries and PLS association (not experimental causation). Future research should pursue longitudinal, cross-country, AI-content, livestream-analytics and platform-governance extensions.
4. Conclusion
This ARBMS2 revision transforms the short original submission into a complete empirical research paper suitable for ARBMS while preserving the original research focus, dataset and findings. 数字化 transformation capability — expressed through adaptive content, platform utilisation and institutional alignment — helps explain agropreneurial performance in social commerce. 平台 capability provides a process mechanism linking content effort to commercial outcomes. Programme evidence confirms substantial aggregate commercial activity (RM6.2 million; ROI ~1:31) alongside meaningful seller heterogeneity documented in the appendix.
The editorial concern that the paper was too short is addressed through expanded introduction, theory, methodology, results interpretation, discussion, contributions, limitations and an enlarged reference base (85 sources), without redesigning the article’s core scientific claim.
下载 Manuscript
完整 expanded ARBMS template-compatible Word manuscript (~18 journal pages; ~11,200 words including tables; 10 tables; 85 references).
Also mirrored at /uploads/ARBMS/ARBMS2-AMTTSE-Full-Paper.docx. Original declined short version retained as 4) ARBMS JOURNAL.docx for 审计追踪.
已选择 参考文献
完整 list of 85 references is in the downloadable DOCX.
Barney, J.（1991）。企业资源与可持续竞争优势。 日志 of 管理, 17(1), 99-120.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). 时间 to use and how to report the results of PLS-SEM. European 商业 审核, 31(1), 2-24.
Hajli, N. (2015). 社会 commerce constructs and consumer’s intention to buy. 国际 日志 of Information 管理, 35(2), 183-191.
Teece, D. J., Pisano, G., & Shuen, A. (1997). 动态 capabilities and strategic management. Strategic 管理 日志, 18(7), 509-533.
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The 日志 of Strategic Information 系统, 28(2), 118-144.
Verhoef, P. C., et al. (2021). 数字化 transformation: A multidisciplinary reflection and research agenda. 日志 of 商业 研究, 122, 889-901.
Federal Agricultural 营销 权威性. (2024). FAMA TikTok 商店 性能 报告: Agromarketing Masterclass TikTok 商店 Edition [Unpublished programme report].
Abd Razzif, A. R., et al. (2026). Assessing the success of Agromarketing Masterclass TikTok 商店 Edition. JIBE, 11(1), 1-24. https://doi.org/10.24191/jibe.v11i1.11085 (Prior related publication — disclosed.)
Editorial response note. 决策 on the prior submission: 拒绝 Submission — “The paper is too short as a research paper.” This ARBMS2 version expands every major section to full empirical-paper depth without changing title, objectives, hypotheses, dataset, findings or ARBMS template compatibility.
AI-assistance disclosure. 生成式 AI assisted structuring, expansion and copy-editing under author direction; it was not used to fabricate data, statistical results or references. 人类 authors retain full responsibility for scholarly content.
