Behavioral Influences on E‐Commerce Adoption in a Developing Country Context

Abstract

Electronic commerce (e‐commerce) is rapidly gaining a prominent place in the global marketing matrix. The volume of transactions that are carried out over the Internet globally is extremely huge. It is estimated that in the next decade, e‐commerce activities would be a major source of foreign exchange, and a key indicator of national development. Studies show that e‐commerce development in developing countries, especially in Africa is comparatively very low. Infrastructural, economic, and management factors have been previously identified as contributing to the low level of e‐commerce development in developing countries. This study focuses on behavioural factors in the adoption of e‐commerce in developing countries. The results of the study show that perceived advantages, Internet and complexity, accessibility, and management support have statistically significant influence on the adoption of e‐commerce, while perceived disadvantages and other facilitating conditions do not significantly affect the decision to adopt e‐commerce. The study results tend to agree with the theory of planned behaviour, but attitude seems to weigh more than subjective norm and perceived behavioural control.

Drivers of E-Marketing Adoption among Small and Medium Enterprises (SMEs) and Variations with Age of Business Owners

“…The rotated item reduction procedure revealed a clearer factor structure with loadings ranging from 0.601 to 0.933. This is consistent with the guidelines of Uzoka et al (2007) and Hair et al (1992) who maintain that loadings of ±0.30 = minimum levels; ±0.40 = important levels and ±0.50 and greater are considered more important. The total percentage of variance, eigen value criterion (>1), scree plot and interpretability of factors resulted in a five factor structure with fifteen variables.…”

“…National readiness for Internet marketing adoption and implementation for commercial business also remains a priceless driver. South Africa is currently at 2.78, as measured on a five-point Likert scale (Uzoka, Shemi & Seleka, 2007), which is greater than the mean of 2.22 for the African continent with scale ranges from one denoting a state of non-readiness, to five which reflects a state of high readiness. Therefore, a score of 2.78 is considered to be a moderate or fair degree of e-readiness.…”

“…Moreover, there is scant evidence of long-term strategic development of emarketing technologies within SMEs that are already employing the systems especially among less developed countries (Fillis et al, 2004). In Nigeria, Internet commerce diffusion is rather slow but steady (Awa et al, 2010); underdeveloped in Botswana (Mutula 2002;Uzoka et al, 2007); showing growth potential in Egypt and Morocco (MiniWatts Marketing Group, 2011) and generally still needing proper stimulation and re-evaluation among African countries.…”

“…The study follows the adoption research conventions such as those promulgated in the studies of Fillis et al (2004); Uzoka et al (2007) and Modimogale and Kroeze (2011) which intended to provide explanations as to why particular adoption behaviour may be observed at organisational level.…”

Behavioural Factors as Determinants of Effective Budgeting Process in Public Secondary Schools

“…In accordance with the PCA factor, loadings of items with the value of > 0.50 should be considered to be the threshold for assigning to a factor (Uzoka, Shemi & Seleka, 2007). Items associated with each factor that were below the threshold were disregarded because they had low factor loadings (< 0.50), low commonalities and multiple or unstable loadings (Coolidge, 2006).…”