Electronic Commerce: Factors Involved in Its Adoption from a Bibliometric Analysis

By Villa, Eliana; Ruiz, Luis et al. | Journal of Theoretical and Applied Electronic Commerce Research, January 2018 | Go to article overview

Electronic Commerce: Factors Involved in Its Adoption from a Bibliometric Analysis


Villa, Eliana, Ruiz, Luis, Valencia, Alejandro, Picón, Edgar, Journal of Theoretical and Applied Electronic Commerce Research


1Introduction

As part of the tools of the new millennium to generate competitiveness in organizations and foster the use of information and communication technologies ICT, electronic commerce or e-commerce emerged. This type of trade has been increasing over time and more and more organizations are generating these communication channels with the customer to enhance trade relations [85]. Overall, e-commerce is changing the nature of trade worldwide; however, this revolution is developing at different rates in different areas of the planet [208]. At present, its most relevant influence is taking place in Asia, USA and Northern Europe [20], [144], [206].

In addition to its outstanding advance in developed countries, e-commerce is being used more and more in emerging countries where the level of its acceptance is rapidilly increasing. Due to the changes occurring in the way shopping is being carried out worldwide, commerce has passed from happening through direct contact between people to taking place through intangible means and a variety of alternatives, offered based on the customer's needs, in order to obtain goods. As a result, organizations that have traditionally offered products for sale through traditional channels, are finding better alternatives to make handsome profits through virtual ones.

Understanding how e-commerce technology adoption behaves in the social and economic contexts in which it has not been studied, is of paramount importance to contribute to future research in this field, as well as to provide the business sector interested with channels different from the traditional ones to enter new markets. Nonetheless, given the sociocultural differences existing among developed and emerging nations, and due to every process of adoption responds to different cultural, social, and political dynamics, the study of technology acceptance in diverse contexts becomes challenging. Consequently, this study intends to examine the approaches, topics, and variables that have emerged in the exploration of e-commerce technology adoption in emerging countries in order identify the existing factors that influence such adoption in different economic, social, and cultural contexts.

Decisions about adopting technologies like e-commerce are influenced by aspects such as the relative novelty of these types of innovations and the greater uncertainty associated to the implementation of new technologies at large. In this regard, several studies have inquired about the factors that influence e-commerce application and found that they vary in terms of object of study, as well as the social, cultural, and economic contexts where this technology is adopted. Such variety of influencing factors has hindered establishing generic models to permit an adequate evaluation of the issue. Accordingly, this research study sought to examine and discuss trends and developments in the analysis of the factors involved in the adoption of e-commerce, led by two main research questions: What are the tendencies in the study of e-commerce adoption factors? What are the most researched topics in this field of knowledge?

The causes that motivate people and enterprises to find out the factors that move the business sector to adopt electronic commerce are diverse. In this regard, [11 ] claims that the most important benefit that promotes e-commerce adoption in the business sector is the generation of customer trust, while its most significant barrier is lack of electronic payment systems. On the other hand, [13] state that e-commerce has become a very important opportunity among small and medium-sized enterprises (SMEs). SMEs executives have realized that e-commerce allows them to introduce innovation in the market and increase their competitive advantage in a more efficient way.

Regarding pragmatic motivations, an adecuated identification of the factors involved in the adoption of e-commerce at the time of implementing it within a given enterprise context permits incrementing the productivity and profits of corporations and facilitates the generation of strategies consistent with the needs of the implementation environment. …

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