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Comparing theories to explain e-commerce adoption

Author

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  • Grandón, Elizabeth E.
  • Nasco, Suzanne A.
  • Mykytyn Jr., Peter P.

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.

Suggested Citation

  • Grandón, Elizabeth E. & Nasco, Suzanne A. & Mykytyn Jr., Peter P., 2011. "Comparing theories to explain e-commerce adoption," Journal of Business Research, Elsevier, vol. 64(3), pages 292-298, March.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:3:p:292-298
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    References listed on IDEAS

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    1. Peter P. Mykytyn Jr. & David A. Harrison, 1993. "The Application of the Theory of Reasoned Action to Senior Management and Strategic Information Systems," Information Resources Management Journal (IRMJ), IGI Global, vol. 6(2), pages 15-26, April.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Shirley Taylor & Peter A. Todd, 1995. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, INFORMS, vol. 6(2), pages 144-176, June.
    4. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    5. Nasco, Suzanne Altobello & Toledo, Elizabeth Grandón & Mykytyn Jr., Peter P., 2008. "Predicting electronic commerce adoption in Chilean SMEs," Journal of Business Research, Elsevier, vol. 61(6), pages 697-705, June.
    6. David A. Harrison & Peter P. Mykytyn & Cynthia K. Riemenschneider, 1997. "Executive Decisions About Adoption of Information Technology in Small Business: Theory and Empirical Tests," Information Systems Research, INFORMS, vol. 8(2), pages 171-195, June.
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