Factors influencing B2C e-commerce adoption: a study of on-line share trading technology adoption among stock brokerage firms

摘要

This study examines seven small share brokerage firms at various stages in their adoption of on-line share trading technology, to determine the factors influencing the adoption decision. The case evidence suggests four key variables influencing the adoption, namely, business strategy, perceived benefits, organisational readiness, and external pressure from competitors and clients. The case evidence further suggests that business strategy moderates the impact of the other variables on the adoption decision.