IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

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

Expanding TAM and IDT to Understand the Adoption of E-Marketing by Small Business Enterprises: An Empirical Investigation
View Sample PDF
Author(s): Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
Copyright: 2010
Volume: 1
Issue: 3
Pages: 20
Source title: International Journal of Customer Relationship Marketing and Management (IJCRMM)
Editor(s)-in-Chief: Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/jcrmm.2010070105

Purchase


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.

Related Content

. © 2022.
. © 2022.
. © 2022.
. © 2022.
. © 2022.
. © 2022.
. © 2022.
Body Bottom