Understanding business-level innovation technology adoption

The implementation of new Internet-based information system and technology (IT/IS) has been recognized as an important process for transforming a business toward electronic business. In line with this perspective, the business attitudes regarding the adoption of innovation IT/IS have been recognized as a critical factor for executing electronic business strategy. Since extant studies attempting to find influences on the individual adoption of IT/IS are dominated by technology acceptance model (TAM), this study attempts to extend TAM to business-level innovation technology adoption. Empirical results indicate that perceived usefulness, subject norm, perceived easy-of-use, and characteristics of the firm itself are very important factors influencing attitudes of businesses at the pre-decision stage, while only perceived usefulness and subject norm significantly affect attitudes of businesses at the in-decision stage. Additionally, the effect of perceived easy-of-use on both perceived usefulness and company attitudes as well as the influence of perceived usefulness on firm attitude are changeable, and rely on the complexity of the innovation IT/IS itself. The theoretical and business implications are discussed.