Comparing theories to explain e-commerce adoption

Elizabeth E. Grandón, Suzanne A. Nasco and Peter P. Mykytyn

Journal of Business Research, 2011, vol. 64, issue 3, 292-298

Abstract: E-commerce is a strategy for rapid growth, especially by small and medium sized businesses (SMEs). However, the adoption rate of e-commerce by SMEs in Latin America is still undersized. The authors compare the theory of planned behavior (TPB) and the theory of reasoned action (TRA) using structural equation modeling to determine which is better at predicting e-commerce adoption intentions among 210 SME managers/owners in Chile. Contrary to previous research with American respondents, the study does not find significant differences between the two theories. Thus, academics should select the more parsimonious model (TRA) to study e-commerce adoption issues in developing countries.

Keywords: E-commerce; Theory; comparison; Structural; equation; models; Chile (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (27)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:3:p:292-298

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