The Process of Innovation Adoption by the Use of E-Commerce Marketing Application : Case Study on Indonesia Small Medium Enterprise Community

摘要

This case study associates small medium enterprise (SME) entrepreneurs' innovation adoption process with their decision-making process in the use of e-commerce marketing application by implementing the post-positive paradigm and the qualitative approach. In-depth data are gathered to describe the process of innovation adoption by the use of e-commerce marketing applications by the SME community. The result of this study shows that the process of innovation adoption by the use of e-commerce marketing applications on the SME community members through various stages, before deciding to accept or reject the innovation. Moreover, adopting e-commerce system requires communication process that will potentially change the users selling behaviour, from offline to online. The process of information dissemination is not only by face-to-face communication (as the part of the community's role) but also through online communication channels such as WhatsApp, Facebook and Instagram.