Understanding Electronic Commerce Adoption at Organizational Level: Literature Review of TOE Framework and DOI Theory

Cinnie Liu

International Journal of Science and Business, 2019, vol. 3, issue 2, 179-195

Abstract: A number of theories have been used to describe e-commerce adoption and use of technology. TAM, TPB, TRA, and UTAUT have been widely used to describe the adoption at the individual level. Conversely, at the organizational level, two popular theories have been used widely either alone or with other theories to describe the adoption and use of technologies (including e-commerce). These two theories are Roger’s Diffusion of Innovation (DOI) theory (1962) and technology-organization-environment (TOE) framework (1990). Based on the available literature sources, this paper focuses on reviewing the prominent technology adoption models at the organizational level, Technology-Organization-Environmental (TOE) framework and Diffusion of Innovation (DOI) theory in order to perceive their possible future application at the organizational level. The result of this study reveals that most of the e-commerce studies preferred questionnaire method. The studies of e-commerce adoption have recently been carried out mostly in developing countries. Moreover, this paper attempts to provide a better understanding of electronic commerce adoption theories at the organizational level by conducting a literature review.

Keywords: Technology Adoption; DOI; TOE; organizational level; electronic commerce; literature review (search for similar items in EconPapers)
Date: 2019
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