What question did this study set out to answer?

To identify key technological, organizational, and environmental factors driving e-commerce adoption and evaluate their subsequent effect on marketing performance in small and medium-sized enterprises.

November 24, 2023Journal of Open Innovation Technology Market and ComplexityOpen Access

E-commerce adoption by SMEs and its effect on marketing performance: An extended of TOE framework with ai integration, innovation culture, and customer tech-savviness

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Authors

OSOmar SalahPalestine Technical University - Kadoorie MAMohannad Moufeed AyyashPalestine Technical University - Kadoorie

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Implication

Survey study reveals drivers of e-commerce adoption and improved marketing performance in small enterprises, highlighting the strategic role of artificial intelligence.

Key Points

To identify key technological, organizational, and environmental factors driving e-commerce adoption and evaluate their subsequent effect on marketing performance in small and medium-sized enterprises.
Surveyed 305 small and medium-sized enterprises in Palestine selected via simple random sampling from an online questionnaire.
Evaluated relationships among exogenous, mediator, and endogenous variables using partial least squares structural equation modelling (PLS-SEM) within an extended TOE framework.
AI integration, customer tech-savviness, innovation culture, competitive pressure, and business partner pressure demonstrated statistically significant positive impacts on e-commerce adoption.
Adoption of e-commerce exhibited a statistically significant positive effect on SME marketing performance.

Cite This Study

Salah et al. (2023) studied this question.

synapsesocial.com/papers/6a013768ef8139f8ff77c3cf https://doi.org/10.1016/j.joitmc.2023.100183

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Implication

Survey study reveals drivers of e-commerce adoption and improved marketing performance in small enterprises, highlighting the strategic role of artificial intelligence.

E-commerce adoption by SMEs and its effect on marketing performance: An extended of TOE framework with ai integration, innovation culture, and customer tech-savviness

Discussion

Member takes

Implication

Key Points

Cite This Study

E-commerce adoption by SMEs and its effect on marketing performance: An extended of TOE framework with ai integration, innovation culture, and customer tech-savviness

Discussion

Member takes

Implication

Key Points

Cite This Study

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