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| Author: | Ching, H.L. Ellis, P. |
| Title: | Marketing in cyberspace: What factors drive e-commerce adoption? |
| Journal: | Journal of Marketing Management
2004 : APR, VOL. 20:3-4, p. 409-429 |
| Index terms: | Marketing Electronic commerce Internet Small business International |
| Freeterms: | e-business e-commerce SME |
| Language: | eng |
| Abstract: | What factors affect the adoption of e-commerce among small and medium-sized enterprises (SMEs)? This study classifies e-commerce adopters according to White et al. (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. |
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