Social pressures on organizational website adoption

Innovation adoption research has demonstrated that organizational features and perceived benefits of innovations play significant roles in explaining organizational-level decisions to adopt new technologies. Beyond such motivations, however, social pressures operating at the interorganizational level have been proposed to influence the decision to adopt innovations, even without regard to any proven or anticipated benefit from the innovation itself. To empirically determine the influence of organizational features, perceived benefits, and social pressures on organizations' innovation adoption decisions, this study examined the decisions of 288 organizations to adopt Internet websites. Organizational social pressures were found to be the most significant discriminators of adopters and non adopters, although they were not particularly important in predicting the likelihood of future adoption for those organizations currently without websites. This finding suggests that social pressures are significant in innovation adoption, but that they may have their strongest effect during the early phases of innovation diffusion. Organizational features and perceived benefits were also reasonable discriminators of adopters and nonadopters as well as effective predictors of the likelihood of adoption for nonadopters. To a lesser degree, these factors were also predictive of the stage of adoption for those organizations that have already adopted websites.