An Empirical Study of Customer Adoption of E-Commerce: A Customer Trust Model to Support the Adoption of E-Commerce Among Small- and Medium-Sized Enterprises in Sri Lanka

10.6702/ijbi.2015.10.4.4

Padmali Manesha Peiris；Dhananjay Kulkarni；Colvin R. de Silva Mawatha

E-commerce ； technology adoption ； SME ； technology acceptance model ； TAM ； trust

International Journal of Business and Information

10卷4期（2015 / 12 / 01）

491 - 518

英文

With the end of its 30-year civil war, Sri Lanka is on the path to revitalize its economy. In this endeavor, small- and medium-sized enterprises (SMEs) play a crucial role. Like all businesses, SMEs can benefit greatly from new e-commerce technology, a fact that has motivated many of them to establish their presence online through company websites. Sri Lankan users, however, are reluctant to adopt this technology. Little research has been done regarding factors that affect the adoption of e-commerce among Sri Lankan consumers. This study examines factors that affect consumer buying behavior, with a view to helping Sri Lankan SMEs attract and retain customers through online transactions. Based on an extensive literature review, the study formulated six hypotheses and developed a proposed framework for successful adoption of online SMEs from the consumer's perspective. The methodology included a simple random sampling approach for an online survey of 408 Internet users in Sri Lanka. The data collected was analyzed using SPSS. The results indicate that all six hypotheses are supported.

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