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The Effectiveness of Internet Portals on the E-Commerce Activities of Rural SME Business Owners: A Study of Rural SMEs in Scotland
Abstract
This chapter explores the uses and effectiveness of private and public/charity managed and funded internet portals on rural SMEs e-commerce activities in Scotland. Specifically, the study investigated whether there were differences in how rural SMEs used and perceived the effectiveness of each type of internet portal. Hypotheses were drawn from qualitative results carried out by Deakins et al. (2003) and Galloway et al. (2008, November). Ninety-six rural SMEs spread across the two types of rural internet portals were interviewed via telephone to gain their perceptions. Cross-tabulations using chi square testing discovered that in the main there were no perceived differences between the uses and effectiveness of private and public/charity funded internet portals on rural SMEs e-commerce activities. However, testing did discover that rural SME users of public/charity funded internet portals were more likely to be charged a fee for membership. The main preoccupation of rural SMEs was representation on an internet portal to help facilitate their e-commerce activities, not how it was owned or operated.
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