Expanding TAM and IDT to Understand the Adoption of E-Marketing by Small Business Enterprises: An Empirical Investigation

Hatem El-Gohary
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Hatem El-Gohary: College of Business & Economics, Qatar University, Qatar

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2010, vol. 1, issue 3, 56-75

Abstract: This paper aims to explore, analyze and develop a clear understanding of the different factors affecting the adoption of e-marketing by trading industrial UK small business enterprises which will build on the current body of knowledge in the field of e-marketing. This paper systematically reviews and categorises the literature related to e-marketing adoption, the use of Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) to understand the adoption of e-marketing by small business enterprises. Based on this review and depending on the Hanson (2001) Internet marketing framework, a three stage methodology was implemented to determine, analyze and review the different factors affecting the adoption of e-marketing from a small businesses perspective by using focus groups and survey research strategies as well as Structure Equation Modelling to analyse the data collected.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:1:y:2010:i:3:p:56-75

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