Cybercommerce adoption model : an empirical investigation

Pao Yue-kong Library Electronic Theses Database

Cybercommerce adoption model : an empirical investigation


Author: Lai, Wing-kwong
Title: Cybercommerce adoption model : an empirical investigation
Degree: M.Sc.
Year: 1999
Subject: Electronic commerce -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Dept. of Computing
Pages: vi, 113, [47] leaves : ill. ; 30 cm. + 1 computer disk
Language: English
InnoPac Record:
Abstract: Since the Internet has opened its door to commercial traffic in 1992, there is a phenomenal growth on the use of Internet to conduct business in US. Although Internet started its inroad into Hong Kong in 1993, it is used as a business tool not until the last couple years. This new way for running business on the Cyberspace is also known as Cybercommerce which undoubtedly will have a revolutionary impact on the conduct of business both in local region or globally. Hong Kong lags US and its neighbour countries several years in Cybercommerce, an initiative is thus called for to improve the understanding of Cybercommerce adoption. There are quite a number of research on diffusion and adoption of innovation in the field of marketing and business. There are also some research conducted on information technology/information systems diffusion or adoption. However, attention on studying Internet or Cybercommerce is rather scant. To fill this research gap, this research project aims to develop alternative adoption model based on previous studies in IT/IS adoption and innovation. It is commonly argued that technology adoption can be explained by behavioural and intentional factors such as perceived usefulness and perceived ease of use which affect the intention and actual use of an innovation. Whereas factors on external environment and organization received less attention. To develop an adoption model for this study, a quite extensive review on literature has been conducted. Two relevant studies are identified for establishing a guiding concept for developing a research model. Since the adoption on Cybercommerce may be very different from other IT/IS innovation, some research results on Internet will be borrowed for adapting the specific conditions on Cybercommerce. A Cybercommerce adoption model is then developed which incorporates some factors under five context: (1) External Environment; (2) Organization; (3) Technology; (4) Decision Maker Characteristics; and (5) Perception/Learning of the organization. A survey research was conducted by sending a self-administered questionnaire to the listed companies in Hong Kong to collect data for empirical analysis of the adoption model. Logistic regression analysis was conducted to predict the IT/IS executive adoption of Cybercommerce from a measure of their perception of the above five contexts. The findings suggested that existence of informal interest group in Internet will help the firm to adopt Cybercommerce. Besides, the tolerant attitude of the IT/IS decision maker towards negative information about Cybercommerce implies higher chance of adoption. Moreover, firms operating in very keen price competition environment tend not to adopt Cybercommerce. Furthermore, the firms tend to concentrate their ability to overcome the barriers to the adoption of Cybercommerce rather tan being attracted by the benefits from adoption. Based on the results, some general recommendations and implications are subsequently drawn with regard to the future adoption of Cybercommerce.

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