As evidence mounts on the importance of small businesses and the opportunities presented by website adoption globally, it becomes important to understand the key issues that determine website adoption. However, the extant literature relating to small business website adoption is fragmented and fails to provide an understanding of what determines adoption.Therefore the key contribution of this article to current knowledge is the development of a conceptualization, supported by the literature, that will provide an interpretation of what determines small business website adoption. Critically, this is the first article to incorporate the important role that the small business marketing context plays within Internet technology adoption. The article develops nine hypotheses, which relate to the critical interactions and integration, within and between four determinant groupings underpinning the conceptualization.The nine hypotheses will guide and direct future research towards generating an empirically based understanding of what determines small business website adoption.
Une conceptualisation des déterminants de l'adoption de sites Web par les petites entreprisesÉlaboration du programme de recherche Geoff Simmons, Gillian A. Armstrong et Mark G. Durkin Université d'Ulster, R.-U. L'importance des petites entreprises et des opportunités que présente l'adoption de sites Web à l'échelle mondiale étant de plus en plus évidente, il est essentiel de bien comprendre les questions clés qui déterminent cette adoption. Toutefois, l'on constate que la documentation disponible sur l'adoption des sites Web par les petites entreprises est fragmentée et n'explique pas quelles sont les raisons qui la déterminent. Par conséquent, la contribution majeure de cet article aux connaissances actuelles est le développement d'une conceptualisation — soutenue par la documentation se rapportant à ce thème — qui offrira une interprétation des facteurs qui déterminent l'adoption de sites Web par les petites entreprises. Fondamentalement parlant, il s'agit du premier article à incorporer le rôle important que joue le contexte du marketing des petites entreprises dans l'adoption de la technologie Internet. Le présent article présente en outre neuf hypothèses, qui ont trait aux interactions et à l'intégration critiques, dans et entre quatre groupes déterminants qui appuient la conceptualisation. Ces neuf hypothèses guideront et dirigeront les futures recherches vers l'ouverture d'un entendement empirique des facteurs qui déterminent l'adoption de sites Web par les petites entreprises.
Una conceptualización de los determinantes de la adopción de sitios web por las pequeñas empresasEstableciendo la agenda para las investigaciones Geoff Simmons, Gillian A. Armstrong y Mark G. Durkin Universidad de Ulster, RU Las pruebas cada vez mayores de la importancia de las pequeñas empresas y de las oportunidades brindadas por la adopción de sitios web a escala mundial demuestra la relevancia de comprender las cuestiones clave que determinan la adopción de sitios web. No obstante, la documentación existente relativa a la adopción de sitios web por las pequeñas empresas es fragmentaria y no explica los motivos que determinan la adopción. La contribución clave de este artículo a los conocimientos actuales es, por consiguiente, el desarrollo de una conceptualización, apoyada por la literatura referente al tema, que ofrece una interpretación de los factores que determinan la adopción de sitios web por las pequeñas empresas. Fundamentalmente, éste es el primer artículo que incorpora el importante papel que desempeña el contexto de marketing de las pequeñas empresas en la adopción de la tecnología Internet. El artículo desarrolla nueve hipótesis relacionadas con las interacciones e integración críticas, dentro y entre cuatro grupos determinantes que respaldan la conceptualización. Las nueve hipótesis guiarán y dirigirán las futuras investigaciones hacia la generación de un entendimiento empírico de los factores que determinan la adopción de sitios web por las pequeñas empresas.
Konzeptualisierung der bestimmenden Faktoren für die Einführung von Websites in kleinen UnternehmenEine Untersuchung Geoff Simmons, Gillian A. Armstrong und Mark G. Durkin Universität von Ulster, Großbritannien Während sich die Anzeichen mehren, dass das Internet für kleine Unternehmen, und die Möglichkeiten, die sich ihnen durch die Einführung einer Website weltweit bieten, immer bedeutender wird, wird es wichtig zu verstehen, was die bestimmenden Faktoren für die Einführung einer Website sind. Die existierende Literatur über die Einführung von Websites in kleinen Unternehmen ist jedoch nicht verlässlich und bietet keine Erklärung für die entscheidenden Faktoren für eine Website-Einführung. Der wichtigste Beitrag dieses Artikels zum aktuellen Wissen ist daher die Entwicklung einer Konzeptualisierung, unterstützt durch Literatur, die eine Interpretation dessen bietet, was kleine Unternehmen dazu bewegt, eine Website einzuführen. Dabei ist entscheidend, dass dies die erste Untersuchung ist, die sich mit der wichtigen Rolle des Marketings von kleinen Unternehmen im Rahmen der Internetnutzung befasst. Dieser Artikel erarbeitet neun Theorien, die sich auf die entscheidenden Interaktionen und Kombinationen innerhalb und zwischen vier bestimmenden Gruppierungen beziehen, die die Konzeptualisierung untermauern. Die neun Theorien sollen zukünftige Untersuchungen dabei unterstützen, ein empirisches Verständnis über die bestimmenden Faktoren für die Einführung von Websites in kleinen Unternehmen zu entwickeln.
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