اتخاذ فن آوری تجارت الکترونیک: مطالعه بخش خرده فروشی مواد غذایی شرکت های کوچک و متوسط مالزی

Electronic commerce (EC) has substantial potential to foster the growth of small and medium-sized enterprises (SMEs) in developed and developing countries alike. However, EC adoption by SMEs in developing countries has faced many challenges that have not been adequately addressed due to the complex nature of EC adoption in such countries. The aim of this study is to systematically examine the influence of organizational, industry, and national readiness and environmental pressure on the adoption of diverse EC technologies by SMEs in developing countries. A quantitative survey was conducted with retail SMEs within the Malaysian grocery sector to validate the proposed multi-level model. Findings indicate significant influence of environmental pressure on the adoption of various EC technologies. Organizational and national readiness have different influences across diverse EC technologies, while the influence of industry readiness is shown to be insignificant. This study extends the current understanding of the influence of micro-, meso- and macro-level factors and has important implications for researchers, practitioners, and policy makers.