Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10495939 | Australasian Marketing Journal (AMJ) | 2005 | 13 Pages |
Abstract
The new spatial possibilities of Internet-based technologies provide a powerful route to innovative marketing strategies. Consequently, firms of all sizes are finding it necessary to establish a Web presence to increase their ability to survive in an increasingly dynamic and competitive business environment. This study reports on the differences between adopters and non-adopters of electronic commerce in SME professional service firms in New Zealand. Six factors relating to a firm's external/internal environment were found to underpin adoption. These are: response to technological environment / opportunities afforded by technology; negative attitudes or perceived barriers/impediments to electronic commerce; electronic commerce capability; response to new technology/innovation; customer orientation; and sensitivity to competitive/customer environments. T-tests reveal differences between adopters and non-adopters, and logistic regression is used to assess the extent to which these six factors actually predict electronic commerce adoption.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Patrick McCole, Elaine Ramsey,