Technology adoption by small businesses: An exploratory study of the interrelationships of owner and environmental factors
研究整合消费者和组织行为理论，构建并检验小企业技术采纳模型，分析所有者特征、认知与环境因素对信息技术采纳的直接和间接影响，结果对向零售商营销技术创新的组织及使用技术的小零售商有重要启示。
An integrative small business adoption of a technology model, which incorporates consumer and organizational behavior theories, is developed and tested to explore the direct and indirect impacts of owner and environmental factors on information technology adoption. Through structural equations modeling we present and test a conceptual framework that examines the interrelationships between owner-related characteristics and perceptions, and environmental-related constructs to predict the adoption of information technology by small retailers. The results indicate that all the tested variables affect the adoption of technology by small businesses directly and/or indirectly through mediating variables. The study advances the literature by creating a small business technology adoption model (SBTAM) that highlights the importance of examining interrelationships between the independent variables. The results have significant implications pertaining to organizations interested in marketing technological innovations to retailers and for small retailers that use this technology.