Electronic commerce adoption model based on moderating role of trust and organization culture in Iraq

• Main Author: Khsroo, Ibrahim T Nather
• Format: Thesis
• Language: English; English
• Published: 2021
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://eprints.utem.edu.my/id/eprint/26094/1/Electronic%20commerce%20adoption%20model%20based%20on%20moderating%20role%20of%20trust%20and%20organization%20culture%20in%20Iraq.pdf; http://eprints.utem.edu.my/id/eprint/26094/2/Electronic%20commerce%20adoption%20model%20based%20on%20moderating%20role%20of%20trust%20and%20organization%20culture%20in%20Iraq.pdf; http://eprints.utem.edu.my/id/eprint/26094/; https://plh.utem.edu.my/cgi-bin/koha/opac-detail.pl?biblionumber=121351

Electronic commerce (E-commerce) has an important role in the development and growth of Small and medium-sized enterprises (SMEs) where it allows them rivalry worthily in both local and international markets. As such, Iraq has an objective to increase the diffusion of this technology, despite extensive government efforts, the adoption of e-commerce is still limited in Iraq SMEs. Consequently, there have been limited studies regarding e-commerce adoption in SMEs to better understand the phenomena. Yet, documented findings regarding the determinants of the adoption are not altogether consistent. To provide more insight, this study developed a research model utilizing the technological, organizational, and environmental (TOE) framework to identify the determinants of the firms’ propensity to adopt E-commerce. In seeking to gain more understanding, TOE has been integrated with diffusion of innovation (DOI), resource-based view (RBV) and institutional theory. Then examine how such effects are moderating by trust and organizational culture in order to present an interactionist model for E-commerce, which assists SMEs who currently considering or conducting business using E-commerce. The online questionnaire survey was used in this quantitative study, where data was collected from 378 responses (manager, deputy manager and IT employees) of Iraqi SMEs. This study utilized two statistical applications to analyze the collected data and for answering the research questions. SPSS was used to measure the normality and reliability of data, PLS-SEM technique was adopted for data analysis to support and validate the result found using SPSS. E-commerce adoption in Iraqi SMEs was found affected by (relative advantage, compatibility, social media network, e-payment systems, organization readiness, top management support, organization size, competition pressure, government support and legal adequacy). On the other hand, the results also show that trust plays a moderation effect with (relative advantage, social media network and E-payment systems). Meanwhile, the moderation effect of organizational culture is supported by organization readiness, top management support, competition pressure, and government support. In addition, the proposed model in this study was validated to be more effective for the adoption of e-commerce in Iraqi SMEs by experts. This study contributes to providing a model that helps SMEs to follow the right path to successfully E-commerce adoption and contribute to the E-commerce literature by filling the gap.