Technology Motivation in E-Marketing Adoption Among Malaysian Manufacturers

E-marketing technology adoption and use continues to vary, despite widespread acceptance of the Internet in corporate environments. This study aims to explore the role of technology motivation in the adoption of e-marketing technology among firms. A survey was sent to 1,700 corporate managers in Malaysia based on the Federation of Malaysian Manufactures (FMM) directory. The unit of analysis was the Strategic Small Business Unit (SBU). The results revealed that technology motivation influences e-marketing technology adoption. The findings also support previous studies on the influence of management support in firm's technology adoption. Our results support findings of similar studies that management support is an important internal determinant of technology adoption. This article helps to fill the gap in the literature and provide a clearer understanding of the motivations for adoption of technology for e-marketing purposes.