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Marketing in Cyberspace: What Factors Drive E-Commerce Adoption?

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Abstract:

What factors affect the adoption of e-commerce among small and medium-sized enterprises (SMEs)? In this study, e-commerce adopters are classified according to White et al.'s (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.

Keywords: ADOPTION; E-COMMERCE; INTERNATIONAL; INTERNET; MARKETING

Document Type: Research Article

DOI: https://doi.org/10.1362/026725704323080470

Publication date: 2004-04-01

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