Comparing theories to explain e-commerce adoption

• Published in: Journal of business research Vol. 64; no. 3; pp. 292 - 298
• Main Authors: Grandón, Elizabeth E., Nasco, Suzanne A., Mykytyn, Peter P.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.03.2011; Elsevier; Elsevier Sequoia S.A
• Series: Journal of Business Research
• Subjects: Business management; Business strategies; Chile; Comparative analysis; Developing countries; E-commerce; E-commerce Theory comparison Structural equation models Chile; Electronic commerce; Internet; Organization theory; Small & medium sized enterprises-SME; Small and medium sized enterprises; Structural analysis; Structural equation models; Studies; Technology adoption; Theory comparison; Chile; E-commerce; Structural equation models; Chile; Theory comparison
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2009.11.015

E-commerce is a strategy for rapid growth, especially by small and medium sized businesses (SMEs). However, the adoption rate of e-commerce by SMEs in Latin America is still undersized. The authors compare the theory of planned behavior (TPB) and the theory of reasoned action (TRA) using structural equation modeling to determine which is better at predicting e-commerce adoption intentions among 210 SME managers/owners in Chile. Contrary to previous research with American respondents, the study does not find significant differences between the two theories. Thus, academics should select the more parsimonious model (TRA) to study e-commerce adoption issues in developing countries.