The Survey of Effective Behavioral Factors on Decision Making of Acceptance the Electronic Commerce, by Managers of SMEs in Tehran

Subject Areas : Futurology

A. Hajiha ¹ , F.i Ghaffar ² , L. Hajihashemi varnosefadrani ³

1 - نویسنده مسئول یا طرف مکاتبه:
2 - ندارد
3 - ندارد

Received: 2008-04-19 Accepted : 2008-09-14 Published : 2009-12-22

Keywords: Small and Medium Enterprises, Davis’ Technology Acceptance M, Ajzen’s Theory of Planned&#x0D, &#x0D, Be, Electronic commerce acceptance,

Abstract :

information technology offers opportunities for creating new business by opening new markets up andintroducing new products and services, but its acceptance encounters with many difficulties, speciallyby small and medium enterprises (SMEs). For example, a survey conducted by Verison found that36% of small and medium enterprises established web sites primarily to advertise and promote theirbusiness, compared to 9% who established one to sell or market online. Similarly, in a survey of 444SMEs during 2002, Pratt found that many SMEs were reluctant to conduct transactions online, morethan 80% were only using the Internet to communicate (via e–mail) and gather business information.This means that top managers/owners of SMEs do not realize the strategic value of electroniccommerce to their business or this means that they encounter significant barriers to implementing it.(Cyber Atlas, 2003)The research objective is determining the effective behavioral factors on decision making ofacceptance the electronic commerce by managers of SMEs in Tehran that it’s using the TechnologyAcceptance Model (TAM) and the Theory of Planned Behavior (TPB). The research focused on thebehavioral intention and it doesn’t measure the actual behavior. The data collected from 226 personsof top managers/owners of SMEs in order to validating research models, then the models evaluatedby Lisrel. The findings of the Davis’ Technology Acceptance Model presented a support to thetheoretical links. Also the findings of the Ajzen’s Theory of Planned Behavior presented a support tothe theoretical links (with the exception of the effect of subjective norm on the behavioral intention toaccept/use the electronic commerce).