مدل عوامل موثر به كارگيري تجارت الكترونيكي در شركتهاي كوچك

Model of Factors Affecting E - Commerce Adoption in Small Businesses

Small Businessʹes in majority of developing countries including IRAN play an important role in trading system, GDP and job creation. Adoption of EC in this national economy section results in major and great benefits. Researchers in this paper try to investigate organizational readiness with adifferent view along with paying attention to market dynamics, EC benefits and risks and position of company in Rogersʹs innovation model on EC adoption in small business. A 46 items questionnaire was designed and sent to 7 industries. Response rate of research was 0.81 and reliability of research instrument by using Cronbach alpha calculated equal to 0,894. Results indicated 72%of sample have not website and only 2% have transactional website. Path analysis revealed that Organizational readiness, market dynamics, EC benefits and risks and position of company in Rogersʹs innovation model affect EC adoption in small Businessʹcs. Effects decomposition showed total effect of organizational readiness, EC benefits, market dynamics, and company innovation and EC risks are: 0.457,0.421,0.404,0.334, -0.153