A model of electronic commerce adoption by small voluntary organizations

Abstract

The study discussed in this paper uses case studies of six small voluntary organizations to determine the primary factors that influence electronic commerce (EC) adoption. The findings indicate that perceived benefits, including efficiency, information sharing, marketing and increased donations have a strong influence on EC adoption. The results also indicate that organizational readiness, including ability to attract volunteers and/or in-kind donations, ability to raise funds, and strategic readiness had a positive influence on EC adoption. Consistent with prior research on EC adoption in the commercial sector, strong support was found for the influence of perceived pressure, including pressure from both internal and external stakeholders. The study also concluded that perceived social risks associated with the loss of human contact and the perception of dollars being diverted from client programs to finance the EC investment had a strong influence on EC adoption. Implications for EC adoption and future research on EC adoption in the voluntary sector are discussed.

Keywords:

• small firms
• voluntary organizations
• electronic commerce
• website adoption model

Additional information

Notes on contributors

Nancy MacKay

About the authors

Nancy MacKay is an Assistant Professor in the Business Faculty at Simon Fraser University in Vancouver, Canada. Her current research is in the area of website adoption in small- and medium-sized enterprises. Nancy has taught courses in Executive MBA and undergraduate programs in both Canada and New Zealand.

Michael Parent

Michael Parent is an Associate Professor of Management Information Systems and Academic Director of the Specialist MBA and Management of Technology MBA Programs in the Faculty of Business Administration at Simon Fraser University, Vancouver, Canada. He also holds an ongoing visiting research appointment at The University of Western Ontario, Canada.

Andrew Gemino

Andrew Gemino is an Assistant Professor of Management Information Systems in the Faculty of Business Administration at Simon Fraser University in Vancouver, Canada. His research interests include website adoption in small- and medium-sized enterprises and communication of requirements in system analysis and desi