Title: A conceptual model of factors affecting e-commerce adoption by SME owner/managers in Jordan

Authors: Mohammad Kasem Alrousan; Eleri Jones

Addresses: Department of Electronic Business and Commerce, Faculty of Administrative and Financial Sciences, Amman Al Ahliyaa University, P.O. Box (19328), Amman, Jordan ' Cardiff School of Management, Cardiff Metropolitan University, 200 Western Avenue, Cardiff, CF5 2YB, UK

Abstract: Since the internet revolution, internet usage in business environment (e-commerce) has changed the way of doing business in SMEs. It is well known that e-commerce is essential for SMEs in enhancing their competitiveness, productivity, enlarge market and cost reduction. However, Jordan is facing slow adoption of e-commerce by SMEs. This paper reviews the strengths and weaknesses of the major models and theories relevant to technology adoption: technology acceptance model, theory of reasoned action, technology-organisation-environment, diffusion of innovation and Hofstede's cultural dimensions. Also, the literature review shows the most common sequences in level of e-commerce adoption in SMEs: Rao model; Daniel model; Rayport and Jaworski model; Lefebvrea et al. model and leadership typologies. On the bases of these theories and models, a conceptual framework for SMEs' e-commerce adoption level in Jordan is suggested. This conceptual framework can be tested empirically for SMEs in Jordan as well as other Arab countries.

Keywords: SMEs; technology acceptance model; TAM; theory of reasoned action; diffusion of innovation; Hofstede cultural dimensions; e-commerce levels; technology-organisation-environment model; conceptual modelling; e-commerce adoption; electronic commerce; SME owners; SME managers; Jordan; small and medium-sized enterprises; leadership typologies.

DOI: 10.1504/IJBIS.2016.074762

International Journal of Business Information Systems, 2016 Vol.21 No.3, pp.269 - 308

Received: 13 Aug 2014
Accepted: 21 Sep 2014

Published online: 17 Feb 2016 *

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