Marketing in cyberspace : what factors drive e-commerce adoption?

摘要

What factors affect the adoption of e-commerce among small and medium-sized enterprises (SMEs)? In this study, e-commerce adopters are classified according to White et al.'s (1998) labels, namely traditionalist, straddler, and innovator. Interview data collected from 84 firms are used to illustrate a hypothesis-testing methodology linking various decision-maker, innovation, and environmental characteristics with the propensity to adopt online marketing.