An analysis of the factors affecting the adoption of the Internet in the UK retail sector

Doherty, Neil and Ellis-Chadwick, Fiona (2003). An analysis of the factors affecting the adoption of the Internet in the UK retail sector. Journal of Business Research, 56(11) pp. 887–897.

DOI: https://doi.org/10.1016/S0148-2963(01)00275-2

Abstract

A multitude of opinions has been propounded to explain how the Internet can be exploited by commercial organisations. For the most part, they are speculative, visionary, or promotional. This work seeks to redress the balance by reporting on an empirical research project that has recently been conducted into the adoption of the Internet within the UK retail sector. More specifically, the research reports on the application of multivariate statistical techniques to a set of questionnaire responses, with a view to critically evaluating the factors that affect the adoption of the Internet. It has been shown that certain factors are far more significant than others in influencing the adoption decision. In particular, it has been demonstrated that operating in an appropriate market sector and having a positive view of the viability of the Internet are of particular significance. Furthermore, the importance of developing a coherent and integrated Internet strategy, the need for senior management commitment, and the presence of an appropriate infrastructure and development capability are also highlighted.

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