Factors Influencing B2C E-Commerce Adoption in Organizations By: Thanaporn Sundaravej
College of Business Administration
University of Missouri at Saint Louis
Saint Louis, MO 63121-4400
A study on information systems (IS) innovation and its adoption has a long history on the IS literature. Due to a rapid growth of the Internet and World Wide Web, many researchers and business entrepreneurs have recently paid greater attention to the adoption of the innovative electronic market channel. Unfortunately, a review of prior research does not find an exhaustive view of factors in the electronic commerce (e-commerce) adoption in organizations that conduct online transactions with customers. Even though several categories of factors were identified and have the potential to influence the business-to-customer (B2C) e-commerce adoption in organizations, qualitative and quantitative research to strengthen knowledge in this domain has been spare. This study attempts to gather information underlying factors in the B2C e-commerce adoption in organizations on current literature in multiple disciplines, develop a research framework based on analyzed information and a studied theory, and produce useful guidelines for subsequent researchers who are interested in the investigation of IS adoption and e-commerce domains and for practitioners who are considering implementing an innovative online transaction channel to their customers. 1. Theories of Information Technology Adoption and Innovations The first comprehensive view of diffusion of innovations has been proposed by Everett M. Rogers (Raho et al., 1987). Several studies in innovations are examined and categorized into diverse disciplines such as anthropology, social sciences, education, industrial, etc (Rogers, 1962). Rogers (1962) defined an innovation as an idea perceived as new by the individual. Viewing an innovation as any new idea assigns a wide scope to this definition. To restrict the definition of an innovation for the current study, an innovation is perceived as the B2C e-commerce that an organization plans to make an effective use of. Diffusion, according to Rogers (1962), is defined as the process by which an innovation spreads. As such, the diffusion process is the spread of a new idea from its source of invention or creation to its ultimate users or adopters. In this context, the ultimate adopters are defined as organizations that currently do not have but plan to adopt the B2C e-commerce to their organizations. No matter how organizations will accept or reject the technology of B2C e-commerce, the diffusion process or the spread of a new idea from sources to ultimate users has existed. Within the IS literature, the diffusion of innovations theory has been embraced into IS research in 1970s to determine the adoption of a diffused information technology innovation. Several subsequent researchers put their efforts to develop and modify different models and theories of information technology acceptance such as Theory of Reasoned Action (TRA) by Fishbein and Ajzen (1975), Technology Acceptance Model (TAM) by Davis (1989), Theory of Planned Behavior (TPB) by Ajzen (1991), Model of PC Utilization (MPCU) by Thompson et al. (1991), Motivational Model (MM) by Davis et al. (1992), Social Cognitive Theory in IS (SCT) by Compeau and Higgins (1995), Combined TAM and TPB (C-TAM-TPB) by Taylor and Todd (1995), Technology Acceptance Model 2 (TAM2) by Venkatesh and Davis (2000), and Unified Theory of Acceptance and Use of Technology Model (UTAUT) by Venkatesh et al. (2003). These models or theories together provide overview picture of determinants to the adopted IS usage and acceptance. 2. Information Technology Adoption and Innovations in Organizations The number of research studies on IT innovations in organizations, as well as the attention paid to these investigations, has been increased in the last few decades. Diffusion of IT innovation theories...