“…DOI: 10.4018/jicthd.2013040101 However, with the maturity and complexity of the Internet, different characteristics of the local environment, such as infrastructural, socio-economic and cultural, have created a significant level of variation in the acceptance and growth of e-commerce in different regions of the world . Over time, various studies have been conducted and models have been developed to identify diffusion of e-commerce in different environments (Zwass, 1999;Travica, 2002;Bai, Cai, & Qian, 2006;Xiao, Guo, & Gu, 2010). These models have looked at infrastructure (connectivity, hardware and software, telecommunications, product delivery and transportations systems) and services (epayment systems, secure messaging, electronic markets, and competitiveness) as the primary diffusion factors .…”