Adoption of E-commerce

Industrial Management & Data SystemsAdoption of e-commerce applications in SMEsMorteza Ghobakhloo Daniel Arias-Aranda Jose Benitez-Amado

Article information:To cite this document:Morteza Ghobakhloo Daniel Arias-Aranda Jose Benitez-Amado, (2011),"Adoption of e-commerceapplications in SMEs", Industrial Management & Data Systems, Vol. 111 Iss 8 pp. 1238 - 1269Permanent link to this document:http://dx.doi.org/10.1108/02635571111170785

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Users who downloaded this article also downloaded:Enrico Colla, Paul Lapoule, (2012),"E-commerce: exploring the critical success factors",International Journal of Retail & Distribution Management, Vol. 40 Iss 11 pp. 842-864 http://dx.doi.org/10.1108/09590551211267601Peixin Li, Wei Xie, (2012),"A strategic framework for determining e-commerce adoption", Journal ofTechnology Management in China, Vol. 7 Iss 1 pp. 22-35 http://dx.doi.org/10.1108/17468771211207321Ishan Senarathna, Matthew Warren, William Yeoh, Scott Salzman, (2014),"The influence of organisationculture on E-commerce adoption", Industrial Management & Data Systems, Vol. 114 Iss 7 pp.1007-1021 http://dx.doi.org/10.1108/IMDS-03-2014-0076

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Adoption of e-commerceapplications in SMEs

Morteza Ghobakhloo, Daniel Arias-Aranda andJose Benitez-Amado

Departamento de Organizacion de Empresas,Facultad de Ciencias Economicas y Empresariales,

Universidad de Granada, Granada, Spain

Abstract

Purpose The purpose of this paper is to examine the factors within thetechnology-organization-environment (TOE) framework that affect the decision to adopt electroniccommerce (EC) and extent of EC adoption, as well as adoption and non-adoption of different ECapplications within small- and medium-sized enterprises (SMEs).

Design/methodology/approach A questionnaire-based survey was conducted to collect datafrom 235 managers or owners of manufacturing SMEs in Iran. The data were analyzed by employingfactorial analysis and relevant hypotheses were derived and tested by multiple and logistic regressionanalysis.

Findings EC adoption within SMEs is affected by perceived relative advantage, perceivedcompatibility, CEOs innovativeness, information intensity, buyer/supplier pressure, support fromtechnology vendors, and competition. Similarly, description on determinants of adoption andnon-adoption of different EC applications has been provided.

Research limitations/implications Cross-sectional data of this research tend to have certainlimitations when it comes to explaining the direction of causality of the relationships among thevariables, which will change overtime.

Practical implications The findings offer valuable insights to managers, IS experts, and policymakers responsible for assisting SMEs with entering into the e-marketplace. Vendors shouldcollaborate with SMEs to enhance the compatibility of EC applications with these businesses. Toenhance the receptiveness of EC applications, CEOs, innovativeness and perception toward ECadvantages should also be aggrandized.

Originality/value This study is perhaps one of the first to use a wide range of variables in thelight of TOE framework to comprehensively assess EC adoption behavior, both in terms of initial andpost-adoption within SMEs in developing countries, as well adoption and non-adoption of simple andadvanced EC applications such as electronic supply chain management systems.

Keywords Adoption, Electronic commerce, Iran, Small to medium-sized enterprises

Paper type Research paper

1. IntroductionIn the global business environments, small- and medium-sized enterprises (SMEs) areincrementally using information and communications technologies (ICT)-basedelectronic commerce (EC) to gain competitive advantages and to have access to globalmarkets (Al-Qirim, 2003). Both buyers and sellers can significantly benefit fromimplementation and usage of EC (Zhu, 2004), those benefits which can also bematerialized for SMEs (Al-Qirim, 2007). EC has been defined in several ways dependingon the context and research objective of the author (Grandon and Pearson, 2004). ForSMEs, EC is generally defined as the utilization of ICT and applications to support

The current issue and full text archive of this journal is available at

www.emeraldinsight.com/0263-5577.htm

IMDS111,8

1238

Received 11 February 2011Revised 19 May 2011Accepted 22 May 2011

Industrial Management & DataSystemsVol. 111 No. 8, 2011pp. 1238-1269q Emerald Group Publishing Limited0263-5577DOI 10.1108/02635571111170785

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business activities (Poon and Swatman, 1999). Prior EC literature has shown that onlya small number of studies focused on the adoption and use of EC in SMEs (Grandon andPearson, 2004). Moreover, it has been found that in spite of exponential growth of ECwithin SMEs, the rate of EC adoption by these businesses has remained relatively low(MacGregor and Vrazalic, 2005) and large organizations have noticeably profited morethan SMEs in both their improved sale and costs saving (Riquelme, 2002). In looking forreasons for such differences in EC adoption in SMEs, unique characteristics of thesebusinesses can be highlighted. SMEs generally have limited access to the marketinformation and suffer from globalization constraint (Madrid-Guijarro et al., 2009).Moreover, management techniques such as financial analysis, forecasting, and projectmanagement are rarely used by SMEs (Blili and Raymond, 1993). Tendency to employgeneralists rather than specialists, reliance on short-term planning, informal anddynamic strategies and decision-making process, and lack of standardization ofoperating procedures are other distinctive characteristics of SMEs (Dibrell et al., 2008;Thong et al., 1996). However, restricted resources controlled by SMEs, which iscommonly referred to as resource poverty (Thong et al., 1997; Welsh and White, 1981), isthe major differentiator between SMEs and large organizations. Therefore, and withregard to the weakness of SMEs at different organizational and managerial,technological, individual, and environmental levels, the EC adoption and use in SMEsis in a disadvantage position in this respect (Al-Qirim, 2007; MacGregor and Vrazalic,2006). Here, we focus our attention on this under-studied segment of businessorganizations where the findings of prior research on large businesses cannot begeneralized (Grandon and Pearson, 2004) and there is a significant need to identify thereasons behind such slowness and laggardness in adopting EC. Accordingly, this paperaims to fulfill the following objectives:

(1) to identify factors influencing innovation adoption and to test their significanceon initial and post-EC adoption in SMEs; and

(2) to differentiate between adopters and non-adopters of different EC applicationsin SMEs.

2. EC adoption in developing countriesThere is a belief that EC contributes to the advancement of businesses in developingcountries which is driven by the perceived potential of the internet and communicationtechnologies in reducing transaction costs by bypassing some, if not all, of theintermediary and facilitating linkages to the global supply chains (Hempel and Kwong,2001; Molla and Licker, 2005a). It is believed that EC promises many benefits, rangingfrom modest advantages such as reduced communication and administration costs,and improved accuracy to transformative advantages including enabling businessprocess reengineering or supporting industry value chain integration initiatives suchas just-in-time inventory, continuous replenishment, and quick response retailing(Chwelos et al., 2001). Moreover, prior literature has provided consolidate evidence ofsignificant link between firms EC resources and business value/performance gain, inparticular in developed countries (Ordanini and Rubera, 2010; Zhu and Kraemer, 2002).The e-business value of ICT-enabled EC was found to lead to improved firmperformance in sale, internal processes and customer/supplier relationships throughmarket expansion, improved information sharing efficiency, and improvedtransactional efficiencies (Melville et al., 2004; Zhu and Kraemer, 2002; Zhu, 2004).

E-commerceapplications

in SMEs

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However, businesses, in particular SMEs in developing countries face challengesdifferent from those in developed countries and differs greatly in adopting andbenefiting from EC (Tan et al., 2007). EC adoption in these businesses has only recentlygained attention in the academic press. Likewise, research related to EC implementationis even scarcer when it applies to SMEs in developing countries. This calls for researchesthat are robust enough to capture most, if not all, of the idiosyncrasies.

The literature suggests that in most developing countries, EC adoption has beenhindered by the quality, availability, and cost of access to necessary infrastructure whiledeveloped countries have employed a relatively well-developed, accessible and affordableinfrastructure for EC. Likewise, the readiness of businesses to govern and regulate EC isan essential element, which lacks in developing countries, due to the trust necessary toconduct e-business (Molla and Licker, 2005b). Since web and communicationstechnologies are complex and offer a variety of functionalities ranging from the staticpresentation of content to the dynamic capture of transactions with provisions for securityand personalization, organizations in developing countries must comprehend thesetechnologies and decide how to draw upon their functionalities for effectively developingEC initiatives (Chatterjee et al., 2002; Sutanonpaiboon and Pearson, 2006). Owing to thecontextual differences (both organizational and environmental) between these twosocio-economic arenas, it is recently warranted to understand how businesses indeveloping countries could overcome the environmental and organizational EC readinessimpediments and benefit from EC. The EC adoption literature implies that in order toadopt EC appropriately in developing countries, firms need to be internally and externallyready (Tan et al., 2007). This readiness which is termed e-readiness of an SME can bedefined as the ability of a company to successfully adopt, use, and benefit from EC(Fathian et al., 2008). Molla and Licker (2005a) demonstrated that in initial adoption of ECin developing countries, internal (organizational) readiness is significantly influential.Internal EC readiness can be defined as availability of financial and technologicalresources, the top managements enthusiasm to adopt EC, e-commerce technologyinfrastructure (ECTI), compatibility of the firms EC, as well as culture and values (Saffuet al., 2008). On the other hand, it is suggested that after the initial EC adoption, externalreadiness (e.g. whether business partners allow an electronic conduct of business)significantly affect institutionalization of EC in developing countries (Fathian et al., 2008;Molla and Licker, 2005b). These discussions imply the necessity of business maturity(regarding the readiness) prior to EC adoption in developing countries. Therefore, there isa great interest in scrutinizing the relationships between elements of e-readiness andadoptions of different EC applications in developing countries.

3. Conceptual model and hypothesesThe review of prior EC literature (Table I) suggests that thetechnology-organization-environment (TOE) framework may indeed provide anappropriate starting point for studying EC adoption. Hence, a theoretical model of ECadoption and use needs to take into account factors that affect the propensity to adopt anduse EC, which is rooted in the particular technological, organizational, and environmentalcircumstances of an organization (Zhu and Kraemer, 2005). TOE framework is consistentwith the Rogers (1983) diffusion of innovation (DOI) theory as focuses on both internal andexternal characteristics of the organization, as well as technological characteristics in studyof drivers for new technology diffusion. Based on reviews of prior theoretical and empirical

IMDS111,8

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(continued

)

Table I.Review of prior literature

on EC adoption


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(n

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from

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(n

286)

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(199

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du

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toad

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(ad

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ith

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out

web

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Table I.

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evidences, it has been revealed that TOE framework has been a popular foundational modelin examining issues such as EC adoption, implementation, and usage (Salwani et al., 2009;Zhu et al., 2003; Zhu, 2004). Similarly, TOE framework was found to provide consistentempirical support in a number of IS domains including electronic funds transfer (EFT),electronic data interchange (EDI), open systems, material requirement planning, andenterprise resource planning (Pan and Jang, 2008; Zhu and Kraemer, 2005). One of theissues which might be concerned is the reason why a new theoretical model for EC adoptionand use should be developed in this research given that there are already a significantnumber of EC researches. It should be mentioned that as suggested by Zhu and Kraemer(2005), EC applications can be categorized as three different types in accordance withSwanson (1994). Thus, we need to articulate how the adoption and use of different ECapplications (e.g. type II EC innovations such as EFT or type III EC innovations such asEDI) are influenced by technological, organizational, and environmental circumstances.This necessity is more imperative in the context of SMEs owing to their uniquecharacteristics and since majority of prior EC research has focused on large organizations.With regard to the above-mentioned discussion and drawing on the empirical evidences, webelieve that the TOE framework is appropriate for studying EC adoption.

3.1 EC adoptionThe research framework used here is shown in Figure 1. Our research model assumesten adoption predictors within the three contexts of the TOE framework. Technologicalcontext includes perceived relative advantage, compatibility, and cost. Organizationalcontext refers to the information intensity, CEOs IS knowledge, CEOs innovativeness,and business size. Environmental context includes competition, buyer/supplierpressure, and support from technology vendors.

In this research, the dependent variable is adoption of EC which is defined asutilization of ICT and applications to support business, operations, management, anddecision making in the business (Thong, 1999). Because EC adoption can take variousforms, two levels of adoption are identified: initial EC adoption and EC adoption extent(or post-EC adoption). The first measure, initial EC adoption, was operationalized asthe likelihood of EC adoption (EC adoption decision behavior). This measure iscommonly used in innovation diffusion research (Tan et al., 2009; Thong, 1999). Thesecond measure of EC adoption, extent of EC adoption refers to the extent of an

Figure 1.Research framework

of EC adoption

Email Intranet Extranet/VPN EDI Web sites ESCM EFT

- Perceived relative advantage- Perceived compatibility- Cost

- Competition- Buyer/supplier pressure- Support from technology vendors

- Information intensity- CEO s is knowledge- CEOs innovativeness- Business size

EC adoption

Technological context Organizational context Environmental context


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organizations utilization of EC (reflecting its level of sophistication in term of numberof EC application used), which is commonly used by prior EC research (Grandon andPearson, 2004; Molla and Licker, 2005b). Figure 2 schematically shows the researchmodel and hypothesized relationships. A brief justification for our selection andsubsequent use of these specific variables followed by some research questions, as wellas ten research hypotheses are presented in what follows.

Prior IS literature suggests that technological characteristics of EC such as itsperceived relative advantage are significant determinants of EC adoption inorganizations (Grandon and Pearson, 2004). According to Rogerss (1983) DOItheory, individual beliefs such as perceived relative advantage are the drivers of thedecision to adopt new systems. Similarly, Daviss (1989) Technology AcceptanceModel (TAM) suggests that perceived usefulness of a system is one of two direct causalantecedents of new technology adoption and usage behavior. In the context of EC,perceived relative advantage can be categorized as usefulness and benefits of EC forcustomers of a company (Sutanonpaiboon and Pearson, 2006) or benefits of EC for theinternal users of EC in a company and for the company itself (Grandon and Pearson,2004; Pearson and Grandon, 2006). The EC literature provides significant evidence ofdirect relationship between EC adoption decision and adoption or non-adoption of ECapplications within SMEs (Al-Qirim, 2007). In SMEs, if the CEO perceives that thebenefits of new systems adoption outweigh the risks, then the business is more likelyto adopt them (Thong and Yap, 1995). Likewise, compatibility is another technologicalcharacteristics perceived by individual which was suggested by DOI as a driverof the decision to adopt a new system (Rogers, 1983). EC compatibility can be definedas the extent to which EC is consistent with the existing technology infrastructure,culture, values, and preferred work practices of the firm (Beatty et al., 2001). Severalprior researches on EC adoption within SMEs found that EC adoption and usage issignificantly affected by EC compatibility (Hong and Zhu, 2006; Saffu et al., 2008).

Figure 2.Research model of ECadoption

Technological context

Organizational context

Environmental context

Perceived relative advantage

Cost

Perceived compatibility

Information intensity

CEOs innovativeness

CEO s IS knowledge

Business size

Competition

Support from technologyvendors

Buyer/supplier pressure

Note: Technological context

Initial EC adoptionIf yes

Post EC adoption

H1bH1a

H2bH2a

H3bH3a

H4bH4a

H5bH5a

H6bH6a

H7bH7a

H8bH8a

H9bH9a

H10bH10a

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Similarly, it was found that even within SMEs controlling required financial resourcesfor EC adoption, compatibility is still a significant discriminator between adopters andnon-adopters of EC (Sutanonpaiboon and Pearson, 2006).

On the other hand, costs of IS adoption is another important technological factorinfluencing IS adoption within SMEs (Tan et al., 2009). According to the Welsh andWhites (1981) framework of resource constraints in small businesses, these businessesare operating under severe resource constraints, in particular financial constraints.Limited financial resources compel SMEs to be cautious about their investment andcapital spending, thus, only SMEs having adequate financial resources would regardadoption of IS as a feasible project to undertake (Thong and Yap, 1995). IS adoption isalso affected by the indirect costs of IS adoption such as the costs of human factors(e.g. training) and early cost of temporary loss in firms productivity (Love and Irani,2004), which may be more significant than the direct costs (Love et al., 2005). Therefore,total costs of EC deployment can be a significant influential factor of EC adoption.Hence, the following hypotheses are stated:

H1a. Perceived relative advantage of EC will be positively related to EC adoptiondecision behavior.

H1b. Perceived relative advantage of EC will be positively related to extent of ECadoption.

H2a. Compatibility of EC will be positively related to EC adoption decisionbehavior.

H2b. Compatibility of EC will be positively related to extent of EC adoption.

H3a. Cost of EC will be negatively related to EC adoption decision behavior.

H3b. Cost of EC will be negatively related to extent of EC adoption.

Organizational context. IS literature suggests that another rationale for SMEs to adoptinformation systems such as EC applications is to deal with the experiencinginformation intensity (Al-Qirim, 2007). Information intensity can be defined as the extentof presented information to the business regarding their products and services.According to Thong and Yap (1995), since enterprises in differentiated business sectorspossess dissimilar information processing requirements, firms that belong toinformation intensive industries are more pushed to adopt IS. Information processingrequirements rise from internal and environmental uncertainty (Anandarajan andArinze, 1998). These uncertainties are attributable to the production methods, supplychains, industry clock speed or the larger competitive scenery (Melville and Ramirez,2008; Mendelson and Pillai, 1998), thus, are the function of business type (Thong andYap, 1995). Moreover, through investing on more advanced IS aimed at increasinginformation processing capacity and flexibility, businesses can effectively tolerate andmanaging uncertainties and supporting decision-making process mechanism(Karimi et al., 2004). Therefore, it could be inferred that enterprises with higherinformation processing requirements, which are active in information intensiveenvironment, are more intended to adopt and use IS innovations (Melville and Ramirez,2008; Thong and Yap, 1995).


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CEOs IS knowledge is another trait affecting IS adoption in SMEs (Fink, 1998).According to idea of knowledge barriers defined by Attewell (1992), users skill andknowledge development can facilitate and speed up the adoption of new technologies suchas IS. As SMEs are facing significant risks and problems with their computerizationregarding their inadequate knowledge of IS (Caldeira and Ward, 2003; Igbaria et al., 1997),greater knowledge of CEOs will reduce the degree of uncertainty entangled with ISadoption which will result in lower risk of IS adoption. Similarly, it seems that if these CEOscould be educated on the functions and benefits of EC applications for their businesses sothey may be more willing to adopt such technologies. Likewise, another determinant of ECapplications adoption attributable to the top management characteristics is CEOinnovativeness (Lee, 2004). On the subject of CEOs innovativeness in SME context, it wasfound that movements toward IS adoption in small enterprises with innovator CEOs aremore likely to succeed (Fink, 1998). A recent study by Al-Qirim (2007) found that ECadoption in New Zealand SME segment is positively affected by CEO innovativeness.Innovative CEOs would prefer to apply distinctive and risky solutions such as IS thatmodify the structure in which the problems are generated. Thus, CEOs desire to be moreinnovative will expedite the process of IS adoption (Thong and Yap, 1995).

In addition, prior literature on IS adoption within SMEs suggests that business sizedefinable by turnover and/or number of employees is one of the most importantdeterminants of IS adoption (Love et al., 2005; Premkumar and Roberts, 1999). Theimportance of firm size is significant because of its role as the source of firms capabilities,as well as since firms resources including financial and human capital might be anapproximation of firm size (Mole et al., 2004). An investigation by Premkumar and Roberts(1999) and Premkumar (2003) found that larger firms in the small business group have ahigher inclination to adopt communication technologies than smaller ones. Similarly,larger businesses in SME business group tend to adopt more advanced IS as they havemore resources available (Thong, 1999). In the context of EC adoption, it has also beensuggested that business size is a significant determinant of adoption or non-adoption of ECapplications, in particular EDI (Al-Qirim, 2003, 2007). These facts lead us to state thefollowing hypotheses:

H4a. Information intensity of environment will be positively related to EC adoptiondecision behavior.

H4b. Information intensity of environment will be positively related to extent of ECadoption.

H5a. CEOs IS knowledge and experience will be positively related to EC adoptiondecision behavior.

H5b. CEOs IS knowledge and experience will be positively related to extent of ECadoption.

H6a. CEOs innovativeness will be positively related to EC adoption decisionbehavior.

H6b. CEOs innovativeness will be positively related to extent of EC adoption.

H7a. Business size will be positively related to EC adoption decision behavior.

H7b. Business size will be positively related to extent of EC adoption.

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Environmental context. Some researchers argue that movement toward IS could be aresponse or reaction to an event or this change has its origin in the pressure fromcustomers and an emphasis on improving efficiency, as well as pressure from theinternal and external environment (Pavlou and El Sawy, 2006). The two main sourcesof environmental pressure to adopt IS are competitive pressure, and more importantlypressure by trading partners, customers, and government (Iacovou et al., 1995).

One reason for SMEs to adopt and use EC is the firms desire and need to staycompetitive and innovative as a necessity for their survival (MacKay et al., 2004;Pearson and Grandon, 2006). It seems rational to believe that the competitive pressureimpacts the adoption of EC applications when SMEs perceive that these technologiesmay strengthen their competitive position and assist them to achieve superior firmperformance (Grandon and Pearson, 2004; Premkumar and Ramamurthy, 1995). It hasbeen suggested that by using IS, SMEs may indeed be able to change the rules ofcompetition, alter the industry structure, and leverage new strategies to stand ahead oftheir competitors, altering the competitive landscape consequently (Oliveira andMartins, 2010; Wu et al., 2006). Lin (2006) suggests that competitive pressure (i.e. thepressure resulting from a threat of losing competitive advantage) is a determinant of ISstrategies in organizations. IS adoption and use could bring about more effective SMEsboth internally and externally, so SMEs consider IS applications as an essential toolswith the purpose of compete for the organizational adaptation as well as environmentalchanges. Furthermore, these technologies heighten SMEs survival rate where they arefunctioning in a competitive environment with higher rate of failure risk (Levy et al.,2001). As such, SMEs active in industries having high rate of innovation and intensecompetitive challenge are probable to perceive EC tools as a stronger driver forstrategic change than those in other types of industries (Al-Qirim, 2007; Premkumarand Roberts, 1999).

From the other perspective, the pressure from customers and suppliers for electronicbusiness was found to be another determinant of EC adoption and use within businesses(Barua et al., 2004; Oliveira and Martins, 2010), so that pressure exerted by tradingpartners was revealed to be the main determinant of EDI adoption within SMEs. In thesebusinesses, it has been largely demonstrated that satisfying suppliers and customersexpectation by delivering higher level of electronic services and better communicationwith them are some of the major derivers of adoption of IS such as internet-basedcommerce (Caldeira and Ward, 2003; Mehrtens et al., 2001; Riemenschneider et al., 2003).One point to mention here is that this perspective is corresponding with the concept oftrading partners e-business readiness, suggesting that businesses which have adoptedEC applications such as EDI and E-procurement systems would attempt to influence andencourage their trading partners to adopt these applications as well to increase their ownbenefits of EC adoption (Chwelos et al., 2001; Teo et al., 2009).

Moreover, prior literature has shown that EC adoption is also affected by supportfrom technology vendors (Al-Qirim, 2007). According to the IS literature, SMEs aresuffering from lack of internal IS experts and difficulty in hiring external consultants(Gable, 1991; Morgan et al., 2006). Cragg and Zinatelli (1995) pointed out that lackof internal expertise has seriously hindered IS sophistication within small firms,therefore, they must overcome this problem through either seeking help from externalsources or developing their own internal end-users computing skills (DeLone, 1981).Owing to the general financial constraint in SMEs, these businesses usually cannot


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afford costs of hiring external IS expertise to provide training for employees, as well asto help them with IS adoption (Thong and Yap, 1995; Thong, 2001). Therefore,technology vendors can be considered as the main source of external IS expertise and asignificant determinant of IS adoption within SMEs (Thong et al., 1997). Accordingly,it can be assumed that if CEOs of SMEs perceive that required supports for ECadoption are provided by vendors of EC applications, they would be more willing toadopt and intensely use these technologies. Hence, the following hypotheses are stated:

H8a. Competiveness of environment will be positively related to EC adoptiondecision behavior.

H8b. Competiveness of environment will be positively related to extent of ECadoption.

H9a. Buyer/supplier pressure will be positively related to EC adoption decisionbehavior.

H9b. Buyer/supplier pressure will be positively related to extent of EC adoption.

H10a. Support from technology vendors will be positively related to EC adoptiondecision behavior.

H10b. Support from technology vendors will be positively related to extent of ECadoption.

4. Methodology4.1 Instrument developmentTable AI presents the operationalization of the constructs of EC adoption model, whichhave been developed on the foundation of validated items from prior researches. The firstmeasure of dependent variable, termed initial EC adoption is defined in accordance withRogers (1983) DOI theory as adoption or rejection. Accordingly, adoption is considered asa decision by the SMEs to use EC in support of business, and rejection is seen as thedecision not to adopt EC in the business operations of the Iranian SMEs. The statistics(report from ministry of communications and information technology) suggest that in the2009-2010 period, Iran has experienced 35 percent growth in satellite data transmissionstations, 41 percent growth in high-speed internet ports, and almost 1,394 percent growthin use of Worldwide Interoperability for Microwave Access services. Moreover, thewidespread of more than 155,000 km optical fiber cable (mostly aimed at governmentdepartments, businesses and non-profit organizations rather individual users) hasprovided relatively appropriate infrastructure of B2B EC in Iran[1]. In this regard, initialEC adoption is assessed though a single question measuring how SMEs are decided toadopt seven different EC applications. This question employs five-point Likert scale,which ranges from 1 more than four years; 2 next three-four years; 3 next two-threeyears; 4 within one year; to 5 current user. The second measure of EC adoption, extentof EC adoption (or post-EC adoption) is assessed through the number of EC applicationused by Iranian SMEs. This measure indicates the degree to which EC has been adopted.

4.2 Sampling and data collectionThe sampling frame of this study consists of all manufacturing SMEs located incentral industrial part of Iran. Only CEOs of SMEs are targeted as respondents of this

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study because in these businesses IS implementation process is directly affected by topmanagement where in most cases, owner, chief information officer and chief executiveofficer (CEO) are one and the same person. Hence, CEOs (owners or executives) of themanufacturing SMEs were targeted as the key respondents of this research as theyown or oversee the entire operations of their business and are responsible and decisionmaker for all stages of IS implementation. The data collection was conducted by meansof an electronic survey administered during mid-March to early-September 2010.In order for testing and assuring face validity of the questionnaire before final datacollection, we piloted the questionnaire on 20 CEOs of the SMEs in both provinces (tenCEOs in each province) and within different industries (food, construction, oil products,etc.). These interviews assisted us to ensure the clarity and the understanding of items.Based on the feedback from the pilot study, some questions were rephrased to improvetheir clarity. As a result, some minor revisions were applied to the questionnaire beforefinal data collection. The revised questionnaire consisted of short questions and simplewords that avoided ambiguous formulations.

From 1,237 qualified manufacturing SMEs invited to participate in this research,235 valid questionnaires were received for a response rate of 18.99 percent. Table IIlists the demographics of the study. The valid questionnaires obtained came fromfirms in 18 different manufacturing sectors. A total of 36 firms (15.31 percent ofsurveyed SMEs) operated in automotive industry, 31 firms (13.2 percent) in food, drink,and beverage, 23 (9.8 percent) in electrical equipments, 18 (7.7 percent) in chemistry,18 (7.7 percent) in wood, tissue, and paper products, 15 in textile (6.4 percent), 12 in(5.1 percent) in optical and medical instruments, and the rest (82 firms, 34.9 percent) inother manufacturing sectors. Using relatively large sample size and covering vastmajority of the manufacturing sectors from the Iranian industrialized regions can helpwith the generalizability and external validity of the study.

5. Hypotheses testingConsistent with the objectives of this study, our proposed framework of EC adoptionaims to investigate which factors and how they affect the initial and post-EC adoption,as well as adoption and non-adoption of different EC applications. Regarding internalconsistency reliability as the most prevalently employed psychometric measureevaluating survey instruments and scales (Tan et al., 2009), high internal consistencyreliability in the measurement of constructs used in proposed framework of ECadoption has been provided since all the variables possess Cronbach a values of morethan 0.70 (Table III), which exceeds the minimum standard recommended by priorliterature (Benitez-Amado et al., 2010a, b). Moreover, and to ensure proper constructvalidity, factor analysis was performed on the questions using principal axis factoringmethod. As a result of performing this analysis (using Varimax rotation method withKaiser normalization), nine factor influencing EC adoption, including threetechnological, three organizational, and three environmental factors with eigenvaluesof 1.00 or higher were extracted (Table AIII). Kaisers overall measure of samplingadequacy 0.725 indicates that these data were appropriate for factor analysis(Benitez-Amado et al., 2010a). Moreover, the results explain 55.867 percent of the allindependent variables, showing an acceptable and satisfactory level of constructvalidity.


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Frequency Percent Cumulative (%)

GenderMale 188 80.00 80.00Female 47 20.00 100.00

CEO ageBelow 30 14 5.96 5.9630-40 67 28.51 34.4740-50 71 30.21 64.6850-60 53 22.55 87.23Above 60 30 12.77 100.00

CEO education levelSenior high school (or below) 28 11.92 11.92Undergraduate 108 45.96 57.88Postgraduate (or above) 99 42.12 100.00

Number on employeesLess than 50 124 52.76 52.7650-100 43 18.30 71.06100-150 25 10.63 81.69150-200 29 12.34 94.03200-250 14 5.97 100.00

Annual sale (million USD)Below 10 61 25.96 25.9610-30 52 22.13 48.0930-50 50 21.27 69.3650-70 35 14.89 84.25Above 70 37 15.75 100.00

EC applications usage frequency (%)E-mail 74.89Intranet 45.96Extranet/VPN 37.45Web sites 59.15EDI 32.34ESCM 20.42EFT 22.55

Table II.Demographic attributesof the respondents

Item Variable No. of items Mean SD Cronbachs a

1 Perceived relative advantage 11 3.3779 0.88374 0.9122 Perceived compatibility 7 2.2243 0.75313 0.8423 Cost 3 3.2823 0.85526 0.7694 Information intensity 3 3.4511 0.93209 0.8135 CEOs IS knowledge 3 3.2468 0.87263 0.7636 CEOs innovativeness 4 3.6326 0.94621 0.7747 Competition 3 3.4426 0.84781 0.7158 Buyer/supplier pressure 4 3.3163 0.91349 0.7839 Support from technology vendors 3 3.0926 0.83186 0.785

Source: Own processing

Table III.Coefficient a values of allthe variables

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To test the relationship between influencing factors, and initial EC adoption and extentof EC adoption multiple regressions analyses have been used. For initial EC adoption,the coefficient of determination (R 2) value shows that 37.9 percent of the varianceassociated with initial EC adoption is explained from the independent variablesincluded in our research. For post-EC adoption however R 2 value shows that 29 percentof the variance associated with extent of EC adoption is explained from theindependent variables. Result of the variance inflation factor (VIF) analysis (Table IV)demonstrates that the VIF values for all the variables do not exceed the thresholdgenerally accepted in the literature with values of 3.3 (Petter et al., 2007), indicating thatno multicollinearity problems exist with the variables. Likewise, Durbin-Watson valueof 1.960 for determinants of initial EC adoption (Table IV), and 1.837 for determinantsof post-EC adoption (Table V) which is between 1.5 and 2.5, demonstrates that there areno auto correlation problems in the data used in this study (Hair et al., 2006). Accordingto Table IV, buyer/supplier pressure appears to be the most important variable thatpositively affects EC adoption in Iranian SMEs. Support from technology vendors,

Standardized coefficientsVariable B SE b t-value Sig. Tolerance VIF

Business size (annual sales) 0.263 0.129 0.107 2.044 0.042 0.977 1.023Perceived relative advantage 0.501 0.184 0.144 2.723 0.007 0.962 1.040Perceived compatibility 1.241 0.217 0.303 5.710 0.000 0.957 1.044Cost 20.054 0.199 20.015 20.273 0.785 0.880 1.137Information intensity 0.337 0.174 0.102 1.930 0.055 0.963 1.038Buyer/supplier pressure 1.385 0.200 0.374 6.922 0.000 0.915 1.093Support from technologyvendors 1.205 0.179 0.357 6.747 0.000 0.965 1.036Competition 0.413 0.193 0.114 2.138 0.034 0.949 1.054CEOs innovativeness 0.637 0.174 0.196 3.666 0.000 0.932 1.072CEOs IS knowledge 0.204 0.188 0.058 1.082 0.281 0.942 1.062

Notes: F 15.277; sig. F change 0.000; R 2 0.379; Durbin-Watson 1.960

Table IV.Results of multipleregression between

influencing factors andinitial EC adoption

Standardized coefficientsVariable B SE b t-value Sig. Tolerance VIF

Business size 0.144 0.051 0.159 2.848 0.005 0.977 1.023Perceived relative advantage 0.165 0.073 0.127 2.267 0.024 0.962 1.040Perceived compatibility 0.257 0.086 0.168 2.992 0.003 0.957 1.044Cost 0.099 0.079 0.074 1.261 0.209 0.880 1.137Information intensity 0.197 0.069 0.160 2.856 0.005 0.963 1.038Buyer/supplier pressure 0.448 0.079 0.325 5.637 0.000 0.915 1.093Support from technology vendors 0.322 0.070 0.256 4.570 0.000 0.965 1.036Competition 0.255 0.077 0.189 3.335 0.001 0.949 1.054CEOs innovativeness 0.108 0.069 0.089 1.558 0.121 0.932 1.072CEOs IS knowledge 0.104 0.075 0.079 1.392 0.165 0.942 1.062

Notes: F 10.559; sig. F change 0.000; R 2 0.290; Durbin-Watson 1.837

Table V.Results of multipleregression between

influencing factors andpost-EC adoption


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perceived compatibility, CEOs innovativeness, perceived relative advantage,competition, information intensity, and business size are, respectively, otherimportant variables that positively affect EC adoption. Moreover, Table V suggeststhat for extent of EC adoption, buyer/supplier pressure is the dominant determinant,followed by support from technology vendors, competition, information intensity,perceived compatibility, business size, and perceived relative advantage.

Further, and to test the effects of identified factors on adoption and non-adoption ofdifferent EC applications studied in this research, logistic regression (LR) has been used.Table VI summarizes the output from the different LR runs across the sample whichonly highlights significant factors. In the case of e-mail adoption, perceived relativeadvantage, information intensity, and buyer/supplier pressure were found to be thesignificant discriminating factors. Table VI also suggests that support from technologyvendors, CEOs involvement, CEOs innovativeness, and business size (in term of annualsale) are only factors determining the adoption of intranet. However, result of LR runsemphasizes on significance of business size (in term of number of employees), perceivedrelative advantage, and CEOs innovativeness over extranet/virtual private network(VPN) adoption within Iranian SMEs. In the context of EDI adoption, Table VI showsthat perceived compatibility, buyer/supplier pressure, support from technologyvendors, and business size (in term of annual sale) are factors in favors of adaptors ofEDI. For web site adoption, result of linear regression (LR) in Table VI provides supportfor perceived compatibility, information intensity, competition, CEOs innovativeness,and business size (in term of annual sale) as five determinants of adoption of this ECapplication. Moreover, and for electronic supply chain management (ESCM), perceivedrelative advantage information intensity, and business size (in term of annual sale) arereasons for adoption, and cost is the only reason for non-adoption. Finally, and in thecase of EFT adoption, business size (in term of number of employees) andbuyer/supplier pressure were found to be the significant discriminating factors.

6. DiscussionThe results of this study on the subject of the level of EC adoption in SMEs are inaccordance with prior IS literature. Consistent with H1a and H1b, EC adoption withinIranian SMEs were found to be positively affected by perceived relative advantagewhich provides support for Rogers (1983) DOI model and Davis (1989) TAM. Theresult of LR statistic also shows that the introduction of three EC applications termede-mail, extranet/VPN, and ESCM depended on the perceived relative advantage ofthese applications. This means that CEOs of SMEs perceiving EC applications moreuseful for their businesses are more probable to adopt EC. Similarly and consistentwith H2a and H2b, compatibility is another determinant of EC adoption within IranianSMEs. Moreover, CEOs of SMEs those whom are adopters of EDI and webtechnologies were found to perceive these applications compatible with theirbusinesses which corroborate the DOI model in the sense that compatibility turned outto be one the most influential factors of EC adoption as perceived by top managers ofSMEs. The results of our study suggesting perceived relative advantage andcompatibility of EC as significant factors affecting initial and post-EC adoption alsoconfirm the researches by Igbaria et al. (1997) regarding the factors that influencepersonal computer adoption, Riemenschneider et al. (2003) concerning the factors thataffect web site adoption, and Grandon and Pearson (2004), concerning the determinants

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230.

000

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up

0.32

70.

168

4.06

01

0.04

21.

443

1.03

82.

006

2.C

inn

0.46

70.

179

6.81

71

0.00

91.

595

1.12

32.

264

3.C

is0.

496

0.18

57.

186

10.

007

1.64

21.

143

2.36

04.

Siz

e(A

S)

0.80

40.

115

15.6

121

0.00

00.

635

0.50

70.

795

Extranet/VPN

0.14

90.

201

37.8

250.

000

1.S

ize

(NE

)1.

047

0.44

15.

636

10.

018

2.85

01.

200

6.76

42.

PR

A0.

444

0.17

96.

151

10.

013

1.55

91.

098

2.21

53.

Cin

n0.

379

0.17

44.

749

10.

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1.46

11.

039

2.05

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0.16

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220

37.6

240.

000

1.C

bt

0.57

20.

224

6.54

01

0.01

11.

772

1.14

32.

746

2.P

rs0.

851

0.19

618

.873

10.

000

2.34

31.

596

3.44

03.

Su

p0.

416

0.17

65.

598

10.

018

1.51

61.

074

2.14

14.

Siz

e(A

S)

0.23

60.

114

4.29

11

0.03

80.

790

0.63

20.

987

Web

sites

0.21

60.

290

57.1

690.

000

1.C

bt

0.52

60.

185

8.07

71

0.00

41.

692

1.17

72.

432

2.In

t0.

427

0.18

25.

519

10.

019

1.53

21.

073

2.18

73.

Cm

p0.

778

0.20

614

.189

10.

000

2.17

61.

452

3.26

14.

Cin

n0.

350

0.17

44.

039

10.

044

1.42

01.

009

1.99

85.

Siz

e(A

S)

0.22

30.

109

4.16

41

0.04

11.

249

1.00

91.

547

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0.16

50.

228

42.2

490.

000

1.P

RA

0.44

20.

192

5.29

61

0.02

11.

556

1.06

82.

267

2.C

ost

20.

760

0.20

713

.509

10.

000

0.46

80.

312

0.70

13.

Int

0.41

90.

190

4.89

41

0.02

71.

521

1.04

92.

205

4.S

ize

(AS

)0.

325

0.11

28.

453

10.

004

0.72

20.

580

0.89

9EFT

0.15

10.

236

38.6

000.

000

1.S

ize

(NE

)1.

129

0.53

64.

444

10.

035

3.09

41.

083

8.84

32.

Prs

0.89

50.

239

14.0

231

0.00

02.

448

1.53

23.

911

Note:

AS

an

nu

alsa

le,

NE

n

um

ber

ofem

plo

yee

s

Table VI.Predictors of EC

technologies adoption inIranian SMEs


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of EC adoption, all within SMEs. On the other hand, although cost negativelyinfluences the adoption of ESCM whining SMEs, inconsistent with H3a and H3b, costwas not found to be significant influential factor of decision to adopt EC, as well asextent of EC adoption. This means that ESCM is the only EC application which isperceived to be costly and thus risky by CEOs of SMEs comparing to otherapplications. These results are in accordance with Al-Qirims (2007) study finding thatthe financial cost of implementing and operating the EC applications has notinfluenced EC adoption by SMEs in New Zealand.

Furthermore, the factors in the organizational context were also found to besignificant. The result provides support for H4a and H4b showing that initial andpost-EC adoption is affected by information intensity. This means that Iranian SMEshaving greater information requirements have adopted EC to improve their informationprocessing competence, which provides support for information processing view(Karimi et al., 2004; Melville and Ramirez, 2008) and prior literature showing what thesebusinesses active in information intensive environment adopt EC to satisfy theirinformation needs (Al-Qirim, 2007; Thong and Yap, 1995). Accordingly, our results alsorevealed that e-mail, web site, and ESCM systems are EC applications particularly usedto satisfy the information need of SMEs.

Although the result of LR suggests that CEOs of SMEs, which are adopters ofintranet, have been more knowledgeable and experienced regarding IS, CEOs ISknowledge and experience was not found to affect EC adoption. This finding isinconsistent with H5a and H5b, as well as with some prior researchers such as Fink(1998) and Thong and Yap (1995). However, the result suggests that initial EC adoptionwithin Iranian SMEs is significantly affected by CEOs innovativeness, thus, providessupport for H6a which means that Iranian SMEs with more innovative CEOs havebeen more intended to adopt EC. This finding supports prior literature on IS adoptionsuggesting CEOs innovativeness as a significant determinant of EC adoption(Al-Qirim, 2007). Similarly, it was found that SMEs with CEOs who are moreinnovative are more likely to adopt web technologies, extranet/VPN, and intranetwhich provide support for prior literature (Agarwal and Prasad, 1998; Thong and Yap,1995). Owing to the specific characteristics of SMEs and their organizational structure,CEO has a supreme role in all functions of SMEs and all decision and activities, both incurrent and in future (Bruque and Moyano, 2007). Regarding this significant role ofCEOs in determining the innovative attitude of these businesses, SMEs withinnovative and risk-averse CEOs would be more intended to adopt risky ECapplications which may necessitate significant changes in organizations.

On the subject of relationship between organizational characteristics and ECadoption, the results suggest that although SMEs adopting extranet/VPN and EFT aresignificantly larger in size regarding the number of employees, SMEs adoptingintranet, EDI, web sites, ESCM are significantly larger in size regarding the annualsale. We first assessed the effect of business size defined as number of employees oninitial and post-EC adoption in the regression analyses and did not find any significantrelationship between business size and EC adoption. This finding can be of concern asit is inconsistent with the majority of prior IS research in this context. We believe thisinconsistency is attributed to the definition of business size, as well as the nature ofIranian manufacturing SMEs. We therefore tested the effect of business size defined

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as annual sale and found significant relationship between SMEs annual sale and initialand post-adoption which is consistent with H7a and H7b.

The results of this study also shows that in the context of Iranian SMEs,competitiveness of environment, which is also interpreted as competitive pressure(Elbertsen and Van Reekum, 2008), significantly and positively affects the adoption ofEC. In the other word, Iranian SMEs which activate in more competitive environmentsare more intended to adopt and use EC. As a result,H8a andH8b are accepted. Likewise,it was found that competitiveness of environment discriminate between adapters andnon-adapters of web sites within Iranian SMEs. This finding is consistent withand supports previous researches discussing that EC adoption in SMEs is significantlyand positively affected by competitiveness of environment (Lin, 2006; Oliveira andMartins, 2010; Premkumar and Ramamurthy, 1995). Since EC applications has becometechnologically feasible and socially acceptable due to contemporary digital revolution,employing these technologies by firms has become strategically necessary (Premkumarand Ramamurthy, 1995), so that SMEs active in industries having high rate ofinnovation and intense competitive challenge are probable to perceive EC applicationsas a stronger driver for strategic change and business outperformance than those inother types of industries (Saffu et al., 2008). Moreover, the results of this researchsuggest that EC is significantly and positively affected by level of external pressure onfirms for having EC, which provide support for H9a and H9b. Similarly, Iranian SMEswhich are adopters of e-mail, EDI, and EFT were found to be pressured to adopt theseEC applications. These results provide support for prior researches emphasizing onexternal pressure as an influential factor of EC adoption within SMEs (De Burca et al.,2005; Sutanonpaiboon and Pearson, 2006). This external pressure could be imposed bygovernment, customers, suppliers, and larger counterparts (Caldeira and Ward, 2003;Iacovou et al., 1995). For instance, Teo et al. (2009) found that businesses ready for doingbusiness electronically have recommended and requested their partners to adopt ande-procurement. As an example of these pressures in Iran, EDI can be analyzed. IranianSMEs which are suppliers of Irans automotive industries are required to adopt EDIsince according to certain standards necessitated by automotive industries, theirsuppliers in the supply networks are obliged to communicate and interchange electronicdocuments or business data in a standard electronic format.

On the other hand and consistent with H10a and H10b, EC adoption within IranianSMEs were found to be positively affected by support from technology vendors whichprovide supports for prior EC researches (Al-Qirim, 2007; Mirchandani and Motwani,2001). For SMEs generally experiencing lack of resources such as financial, skills, andprofessionals (Welsh and White, 1981), lack of internal IS experts and difficulty inrecruiting and retaining IS professionals, as well as affording costs of providing IStraining for employees can impose major problem is adoption of IS (Premkumar andRoberts, 1999; Thong et al., 1997). In such circumstances, the professional abilities ofexternal experts (i.e. IS vendors) can significantly make up for lack of IS skills andexperience in SMEs (Thong, 2001). Similarly, if CEOs of SMEs perceive that their needof EC applications are being offered by vendors and there are enough technicalsupports and training campaigns provided by vendors that fit their needs, they wouldbe more intended to adopt EC. For Iranian SMEs, it was found that businessesreceiving higher support from technology vendors have adopted intranet and EDImore intensely.


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6.1 International comparisonThe obvious differences between developing and developed countries have made itdifficult to develop a unifying, one-size-fits-all theory of EC adoption. Table VII showsthe ICT Development Index (benchmarking tools to monitor information societydevelopments worldwide) of countries that has hosted the prior literature on EC(International Telecommunication Union, ITU, 2010). These statistics may signify thatbusinesses in developed and developing countries differ in respect to informationtechnology and EC context. Therefore, the international comparison of prior researchon EC adoption in developing and developed countries, in both initial (early) adoptionand post-adoption can offer new perspectives for understanding the global adoptionand assimilation of EC.

For initial EC adoption which refers to an organizations attaining an interactive ECstatus (or decision to adopt or reject the interactive EC), Molla and Licker (2005b) foundthat for South African SMEs, initial EC adoption occurs when organizational resourcesare positively supported (as requirements for initial motivating and implementingefforts). This means that human, business, and technology resource dimensions oforganizational e-readiness, along with EC awareness, all have a major effect on initialEC adoption. Interestingly, Tan et al. (2007) found that for Chinese SMEs and in spite ofgreat enthusiasm of central government towards the adoption of EC, internalorganizational factors (Molla and Licker (2005b)) are main barrier of early (initial) ECadoption in China. These finding may suggest that in the context of initial EC adoptionin developing countries, EC maturity is of the main importance as internal EC adoptionfactors (internal e-readiness) is the major determinant of initial EC adoption. However,our result revealed that in the context of developing countries, factors affecting initialEC adoption do not limit to organizational factors facilitating EC adoption wherefactors such as human/financial resources or EC awareness are factors that facilitateinitial EC adoption and can be considered as drivers or inhibitors of EC adoption.We found that along with facilitating factors (support from technology vendors, CEOsinnovativeness, and perceived relative advantage in our study), initial EC adoptiondeterminants include factors that pressure and force SMEs to move toward adoption ofEC, which are information intensity, buyer/supplier pressure to use EC, andcompetition experienced by SMEs. In the context of developed countries and forSingaporean SMEs, it was found that relative advantage, compatibility, and reliabilityare significant determinant of decision to adopt EC (Kendall et al., 2001). Likewise, andin the US SMEs context, perceived benefits, compatibility, enthusiasm of the top

ICT Development Index (IDI),2008 and 2007 IDI access sub-index, 2008 and 2007

Country DevelopmentIDI

2008Ranking

2008IDI

2007Ranking

2007Use2008

Ranking2008

Use2007

Ranking2007

USA Developed 6.54 19 6.33 17 7.11 28 7.03 21Singapore Developed 6.95 14 6.47 15 8.02 10 7.81 10Canada Developed 6.49 21 6.30 18 7.51 18 7.33 13Iran Developing 3.08 84 2.73 86 3.36 83 3.06 80SouthAfrica Developing 2.79 92 2.64 91 3.14 94 2.88 90China Developing 3.23 79 3.03 81 3.75 73 3.61 70

Table VII.Comparison between ICTdevelopment ofdeveloped anddeveloping countries

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manager/CEO toward EC, and knowledge of the companys employees were found tosignificant determinant of initial EC adoption (Beatty et al., 2001; Mirchandani andMotwani, 2001). For European businesses (all size) however, technology and customerreadiness and competitive pressure determine the decision to implement EC (Zhu et al.,2003). The comparison between developing and developed countries suggests thatorganizational resources readiness plays more significant role as the facilitator ofinitial EC adoption. Similarly, it seems that SMEs in developing countries experiencemore pressure for movement toward initial EC adoption.

On the other hand for extent of an organizations utilization of EC which is termed ECinstitutionalization, EC post-adoption, EC migration, and EC sophistication by priorliterature (Hong and Zhu, 2006; Molla and Licker, 2005a; Tan et al., 2007; Tung andRieck, 2005), extent of EC usage by business partners/clients and market pressure weresignified as the determinants of EC post-adoption in South Africa SME segment (Mollaand Licker, 2005b). For Chinese SMEs however, and similar to initial adoption, businessand human resources and resources available for employees to pursue innovation arethe significant influencing factors of post-adoption (Tan et al., 2007). For Iranian SMEs,we found that the effects of organizational e-readiness factors (CEO innovativeness,CEO IS knowledge and perceived cost as the indicator of available financial resources)are significantly less salient, and EC post-adoption is mainly affected by environmentaldeterminants pressuring SMEs to use more sophisticated EC applications. In thecontext of developed countries and for US and Canadian firms (including SMEs), theliterature suggests that organizational readiness, perceived ease of use, perceivedusefulness, external pressure, partner EC usage, and perceived obstacles are influencingfactors of EC post-adoption (Grandon and Pearson, 2004; Molla and Licker, 2005b). Priorliterature also suggests that perceived benefits and obstacles of e-business, technologyreadiness, competitive pressure, and trading partner collaboration are factors affectingextent of EC implementation within European (EU27) SMEs (Oliveira and Martins,2010).

These findings suggest that in both developing and developed countries,post-adoption of EC within SMEs is mostly affected by environmental determinants.As the weaker partners in inter-organizational relationships, SMEs are extremelysusceptible to impositions by their larger partners, as well as imposition fromcustomers to receive better services (Caldeira and Ward, 2003; Riemenschneider et al.,2003). Trading partners may pursue three different strategies to induce a SME to adoptEC including recommendation, promises (providing SMEs with specific support and/orreward), and threats (e.g. discontinuance of the partnership), thus, these businessescomply with external demands to enhance their e-business competency to satisfy theexpectations of their trading partners and customers (Iacovou et al., 1995). By takingglobal comparison into consideration, future research can effectively design theirresearch model to be robust enough to capture most of the idiosyncrasies of ECadoption within developing countries.

7. Conclusion7.1 Contributions to the research and practiceOur work builds upon prior adoption research but is different in important ways. Thisstudy intends to address factors affecting EC adoption, as well as adoption andnon-adoption of different EC applications among the SMEs through the use of a wide


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range of variables in the light of TOE framework. We believe that the suggested model ofEC adoption makes a significant contribution to research and practice since; it providessupport for TAM model in the context of EC finding that perceived relative advantage(usefulness) of EC is a significant discriminator between adopters and non-adopters ofdifferent EC applications. Embedded within TAM is the idea of focusing on predictingthe usage behavior of the user of the technology. However, justifying this model in thecontexts of EC adoption is problematic since in most cases, the decision to integrate ECinto business operations is determined by the perceived strategic value (e.g. improvedservice to key customers) that can be achieved through this investment, not onperceptions of the individual user (Zhu, 2004). Nonetheless, we tried to assess theperception of CEOs of Iranian SMEs as the users of EC applications to predict the ECusage behavior within these businesses. Although prior literature (Iacovou et al., 1995;Riemenschneider et al., 2003) corroborate the TAM model in the sense that perceivedusefulness is an influential factor of IS (e.g. EDI) adoption, even in internet commerceacceptance in academic environment (McCloskey, 2004), our support provided for TAMin the sense that perceived usefulness influences EC adoption can be significant due tobroad and comprehensive definition of EC in this research. Moreover, our findingsempirically support DOI theory by suggesting perceived relative advantage of EC andEC compatibility as significant influential factors of EC adoption decision behavior. Ourstudy demonstrated the value of tailoring the TEO framework to understand theadoption of complex innovation. We tried to broaden the concept of EC to be a type IIIinnovation, because it is often embedded in the SMEs core business processes or isextending basic business products and services, and integrating suppliers andcustomers in the value chain. Accordingly, and to the best of our knowledge, this is thefirst study examining the effects of factors found in the TOE framework on adoptiondecision behavior of advanced EC applications such as EFT and in particular ESCM.Defining ESCM as application packages such as inventory and production planning andcontrol applications integrated throughout supply chain, we found that thesetechnologies which are perceived to be the only costly type of EC applications areadopted by information intensive SMEs with CEOs who were aware of potentialadvantages of EC.

The findings of this research have several implications for governmental agencies,IS/EC consultants, and EC applications vendors responsible for entering SMEs to thee-business environment. To enhance the widespread adoption of EC applications, ECvendors are advised to target their products and services at SMEs with innovativeCEOs having positive attitude toward advantages of EC adoption, as well as tocooperate with SMEs to jointly improve the compatibility of EC applications withspecific characteristics of SMEs active in different industries. Furthermore, assumingadopting EC and entering to global e-business environment as a necessity for survivalof SMEs, and concerning CEOs with less innovativeness and positive attitude towardsEC adoption benefits, it is suggested that governmental agencies and EC consultantsneed to promote the attitude and innovativeness of CEOs through improving theirawareness toward EC adoption (e.g. by providing training). In SMEs, as theinnovativeness and attitude of CEOs toward EC adoption become more positive, theirreceptiveness of EC applications will be improved. In such circumstances,governmental agencies can play a significant role in promoting EC in this businesstype through providing gratis training programs and workshops particularly designed

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for and targeted at employees and CEOs of SMEs. In the context of Iranian SMEs, itmeans that relative public organizations such as the ministry of communications andinformation technology and the ministry of industries and mines need to addressdiscussed issue through commencing some campaigns aimed at enhancement of CEOsawareness regarding the advantages of EC on their businesses. On the other hand, andalthough prior research suggests that cost of EC adoption is still considered as abarrier within SMEs (e.g. in the USA and The Netherlands), EC adoption cost is notperceived to be a major barrier by Iranian SMEs. This finding can be rationalized as;pirated softwares are widely available and are believed to be used by the enterprises inIran. However, we believe that it is mostly because of supports and financial incentivesand grants provided by the government for EC institutionalization within IranianSMEs (as the result of supportive plan termed TAKFA prioritizing ICT operationalplanning launched by the government since 2002). It has been revealed that as a resultof this supportive plan, e-readiness of Iranian SMEs has been significantly improved(Fathian et al., 2008). Our finding is very much in line with prior study by Tan et al.(2009) showing that due to the supportive incentives by Malaysian Government, SMEsin this country are not concerned with ICT adoption costs. Accordingly, this findingsignifies that policy maker plays an important role in disseminating EC effectivelyacross SMEs in developing countries. Therefore, EC-friendly policy ought to bedeveloped to compensate for the inherent lack of necessary financial, legal, andphysical infrastructures for the development of EC within SMEs in developingcountries compared to their counterparts in developed countries.

7.2 Limitations and future research directionsOur results must be interpreted in the light of the studys limitations. First,cross-sectional data of this research tend to have certain limitations when it comes toexplaining the direction of causality of the relationships among the variables. We werenot able to measure the perception of surveyed CEOs at the time of EC adoption.Although we tried to address this issue through requesting CEOs to ascertain theirperceptions before EC adoption, we still cannot be quite sure that the respondents wereable to backtrack their mind uninfluenced by the experience of EC adoption to what thestate was before adoption of EC applications. Thus, it is suggested that a longitudinalstudy be undertaken to understand the adoption of EC and strengthen the direction ofcausality proposed by the model. Second, the study focuses only on the manufacturingSMEs in the central region of Iran; therefore, the generalizability of the study to othercountries and business contexts becomes problematic. Finally, the research uses dataprovided by only one key informant per firm which were CEOs of surveyed SMEs.While we did not assess the opinions of employees which are also users of ECapplications, it would have also been preferable to use two informants per firm tocollect their opinions, as well as to incorporate employees rela

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