Innovation in higher education digital platform: The role of subjective purposive value in edu marketplace adoption intention

This study investigates the determinants of edu-marketplace adoption among Indonesian private higher education institutions by extending the Technology Acceptance Model (TAM) through an institutional decision-making lens. While 82% of prospective students prefer integrated digital platforms, only 35% of institutions have implemented such strategies, creating a critical 47-percentage-point adoption gap. Systematic literature review reveals fundamental limitations in traditional TAM: Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) exhibit inconsistent relationships with institutional adoption intentions in B2B contexts. Addressing this gap, we introduce Subjective Purposive Value (SPV) as a novel mediating construct capturing strategic value assessment mechanisms that transform technical-functional perceptions into organizational commitment. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 302 validated responses from institutional decision-makers, findings demonstrate that PEOU and PU do not directly influence adoption intention but operate through SPV mediation (VAF = 30.90%-52.02%). Digital Literacy, Social Media Influence, and SPV emerge as direct adoption determinants (R 2 = 0.638), confirming institutional technology decisions prioritize strategic alignment over technical utility. This research advances technology adoption theory by establishing that organizational decision architectures require multi-stage evaluation frameworks wherein operational perceptions undergo strategic recontextualization before manifesting as behavioral commitment. Practical implications emphasize strategic value positioning for platform providers and capability-building interventions for policymakers facilitating educational technology diffusion.