11

Stemming from the unified theory of acceptance and use of technology (UTAUT) this article tends to explore the role of both anxiety and psychological pressure to get fresh dollars (External pressure) in times of multiple crises as moderating factors of SME entrepreneurs’ intention to adopt international digital selling. International digital selling within SMEs in Lebanon, in times of multiple crises, has received little attention in the Lebanese context. A quantitative study was completed with three case studies involving semi-structured interviews. We tested our hypotheses on a sample of 343 entrepreneurs. Results show that attitude (ATT) positively mediates the relationship between effort expectancy (EE) and intention to adopt international digital selling. However, attitude (ATT) negatively mediates the relationship between performance expectancy (PE) and facilitating conditions (FC) to adopt international digital selling. On the contrary, the results obtained did not confirm the significance of anxiety (ANX) to adopt international digital selling in moderation analyses. However, they confirmed the significance of the psychological pressure to get fresh dollars (external or environmental pressure) in times of multiple crises.