Determinants of public website adoption by small businesses in South Africa
Date
2014-01-14
Authors
Sukai, Rishen
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Abstract
This research looks at the specific factors that influence the adoption of publically accessible websites within South Africa, and particularly when applied to SOHO (Small Office Home Office), micro or very small businesses. The main problem being addressed was identifying the relevant determining factors for very small businesses choosing to adopt an on-line presence. The aim of the research is to identify constructs that Internet Technology (IT) service providers can leverage when developing strategies for acquiring and maintaining customers.
The literature review covers the broader e-commerce frameworks and research as they pertain to small and medium enterprises (SMEs) and technology adoption. Subsequently, a set of potentially dominant determinants were identified and tested in the South African context. The literature review identified potential determinants as being: perceived ease of implementation, perceived control of the website, owner or manager‟s marketing ability, owner or manager‟s IT experience/knowledge, benefits-driven business strategy, industry norms, limited financial resources and networking influence by government, IT partners or competition.
Data was collected using an online questionnaire and the information was captured electronically in a database. Respondents were questioned over the phone or e-mailed the link to the online questionnaire if they were not able to respond telephonically.
All the determinants identified in the literature were found to be relevant but not all were dominant. From the original set of determinants derived from the literature, perceived ease of implementation, benefits-driven business strategy and industry norms were found to be dominant (or most important) within the context of very small South African businesses with a maximum staff complement of 20 full time employees.
Description
MBA thesis
Keywords
Websites, Small businesses