Determinants of firms´ propensity of e-enabled communication adoption: the internal push and external pull factors

Although extant studies have argued that market orientation is one of the key forces driving a firm´s adoption of innovation, empirical study based on senior managers in four industries suggests otherwise in the context of e-enabled communication. In this study, we examine a firm´s propensity to e-enabled communication based on two forces: (1) internal push factors, and (2) external pull factors. Structural equation modeling is used to test the model. Findings strongly indicate that external factors, particularly customer pressure and normative pressures, are far more critical in inducing the adoption of e-enabled communication than internal factors which suggest a reactive nature of organization´s behavior towards the adoption of e-enabled communication.