Small Firm Internet Adoption: a market oriented approach

Colin Jones, Rob Hecker, Peter Holland

Abstract


Fundamental to the development of new customer value offerings via web-based commerce is a small firm’s ability to strategically acquire and exploit knowledge. The focus of this paper is the empirical testing of a normative web-based commerce adoption model developed from a review of the extant literature related to electronic marketing, the Internet and the diffusion of new innovations. A preliminary test of the model’s theoretical contentions lent support to its overall focus, but found that the firm’s existing learning capabilities were diminished during the adoption of web-based commerce. Consequently, sub-optimal adoption outcomes were associated with insufficient knowledge development.

Keywords


SME; adoption; ecommerce; WWW; empirical; diffusion; model

Full Text:

PDF


DOI: http://dx.doi.org/10.3127/ajis.v10i1.175

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Creative Commons License
ISSN: Online: 1326-2238 Hard copy: 1449-8618
This work is licensed under a Creative Commons Attribution-NonCommercial Licence. Uses the Open Journal Systems. Web design by TomW.