E-Commerce Adoption at Customer Level in Jordan: an Empirical Study of Philadelphia General Supplies

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1 Vol., o., E-Commerce Adoption at Cutomer Level in Jordan: an Empirical Study of Philadelphia General Supplie Mohammed Al Maarweh Laila Al-Qaii Software Engineering Department Al-Balqa Applied Univerity Salt, Jordan Computer Science WISE Amman, Jordan Sultan Al-Maaeed ECE department Brunel univerity London London, UK Ziad Hunaiti E-Buine Department Al Ahliyya Amman Univerity Amman, Jordan Within the global enomy, eentially all financial tranaction are now nducted online, and a virtual market ha arien in mmercial technological innovation that upport a new channel of client-upplier tranaction, which ha been widely ued in buine-to-buine tranaction to greatly enhance operational t and time efficiency; however, there i a dinnect between the ignificant treamlining of buineto-buine operation (uch a thoe involved in upply chain management) and buine-to-cutomer tranaction in the electronic environment, with alient difference in interaction and cutomer pattern.[] Abtract E-mmerce in developing untrie ha been tudied by numerou reearcher during the lat decade and a number of mmon and culturally pecific challenge have been identified.. Thi tudy nider Jordan a a cae tudy of a developing untry where E-mmerce i till in it infancy. Therefore, thi reearch work me a a mplement to previou reearch and an opportunity to refine E-mmerce adaptation reearch. Thi reearch wa nducted by urvey ditributed randomly acro branche of Philadelphia General Supplie (PGS), a mall and medium enterprie (SME). The key finding in thi reearch indicated that Jordanian ociety i moving toward online hopping at very low rate of adoption, due to barrier including weak infratructure throughout the untry except in the capital, ocietal trend and culture and educational and mputer literacy. Thi mean that E-mmerce in Jordan till remain an under-developed indutry. Keyword Information ytem; E-mmerce; E-mmerce Adoption; E-mmerce in Jordan; Jordan I. ITRODUCTIO Information Technology (IT) ha been ignificantly developing in recent decade, raiing numerou opportunitie and challenge in the buine environment in variou apect. In a numer ntext, the ynergy of the internet and buine operation give more flexibility to uer to identify their need a well a repond to market development, uch a feedback and review about item cutomer have boug and their experience []. Since the the popularization of peronal mputing and the revolution in internet mmunication ha enabled a maive adoption of E-mmerce throughout the world, rrepondingly making it a major ncern or reearcher exploring the numer and buine implication of aociated development. While E-mmerce i now firmly embedded in the enomic life of mot developed untrie, it progre ha been uneven and more mplex in developing untrie, thu mot tudie pertaining to the latter have focued on adoption factor, with a general view to exploring how E-mmerce can be enhanced to promote ocio-enomic development.[] Mot organization tend to abandon traditional buine format a much a feaible where E-mmerce alternative can be adopted, but uch retructuring require herent and appropriate trategie. However, to remain mpetitive in the global marketplace (and indeed in baic national enomic ntext) mpanie of all kind have been mpelled to adopt E-mmerce application []. Correponding to global trend of moving organization into E-buine, many organization in the Hahemite Kingdom of Jordan (HKJ) had already moved, while other are tudying their tep toward moving []. Harneing the power of the Internet uld help SME to addre critical iue, uch a: increaed global mpetition and numer demand for quality, rapidly changing market environment, growing need for flexibility and immediate acce to buine information []. The main ncern in thi tudy i E-mmerce adoption for mall and medium enterprie (SME) in the HKJ, invetigated by an empirical tudy of one of thoe SME, namely Philadelphia for General Supplie. II. LITERATURE REVIEW A. Electronic Commerce E-mmerce generally refer to the integration of IT with variou buine activitie within an organization. Thi play critical role in preading the organization ervice and product beyond it local market, a well a ordinating P a g e

2 internal operation and upply chain management a a whole. A a reult, it help in gaining more cutomer interet and other variou benefit affecting target poitively []. Many reearcher have defined E-mmerce from variou perpective. Khohnampour and orati [] gave a imple definition about elling and buying product and ervice through the internet or other type of network, while [] indicated that it i about uing the internet to acmplih buine tranaction locally or internationally. The ue of IT to nduct buine tranaction among buyer, eller and other partner wa the crux of the definition preented by [], while [] gave a more pecific and ubjective definition of uing Web. application to nduct undergoing mmerce activitie in order to improve cutomer participation, which reult in improved atifaction and greater enomic value. Turban et al. [] defined E-mmerce a a buine model in which tranaction are nducted through electronic network (i.e. the internet), including the procee of buying and elling product, ervice and information. ielon et al. [] tated that a mpany can be een a a true E-mmerce venture when it major revenue i generated via the internet; the online environment i nnected to all of it major procee; buine operation can be undertaken /; and they are alway open to atify global cutomer. Sendary feature include organizational tructure being le centralized and le hierarchical than in traditional buine model. In having thee trait, a mpany can react to rapid change in the digital world very quickly, whereby flexibility and the ability to execute change are highly required. B. E-mmerce adoption within an organization The realm of buine ha been profoundly revolutionized by the global pread of electronic mmunication technologie, particularly the internet, and their popularization and widepread ue ince the late. Prior to thi, only large multinational rporation uld afford to invet in hardware, oftware and killed peronnel to achieve efficiencie from invetment in IT, but the increaing affordability of peronal and indutrial mputer ytem ha driven the adoption of IT and E-mmerce in ociety at large, with organized E- mmerce ytem being eential to SME and even mall mpanie in the modern market []. The work of Lippert and Govindarajulu [] howed that ucceful adoption of E-mmerce by any organization i baed on two main factor: technology characteritic and cutomer undertanding of the ytem. everthele, adoption deciion within an organization are nditioned by multiple mplex and often internnected wider takeholder in the urrounding environment, including cutomer, upplier, partner, mpetitor and governmental regulation. Thi mean that top manager have to tudy their organizational environment current tate and decide whether it i poible and enomically viable to mplete the adoption proce, on the bai of feaibility and t-benefit analyi []. umerou different procedure are neceary for different E-mmerce technology adoption, uch a webite enabling online buine tranaction, which require a payment platform a well a catalogue and ordering ytem linked to inventory Identify applicable ponor/ here. If no ponor, delete thi text box (ponor). Vol., o., and ordering function. E-mmerce adoption mut therefore be taken eriouly, with full acceptance of it mplexity and potentially high invetment t from the outet. Empirical analye have generally explored the proce of adoption in term of equential tage, from initial awarene of the potential innovation to full integration and deployment of E- mmerce function in organizational practice [] and []. Furthermore, [] mentioned that organization hould be aware of the neceity for a dedicated online marketing trategy in addition (or in place of) traditional marketing method, to utilize the advantage of E-mmerce to reach wider or (nverely) more targeted audience more expediently. Traditional ma advertiing, while remarkable in it day, pale in mparion to the advertiing capabilitie of technologie and platform enabled by web. application, uch a ocial networking webite, cutomer review and uggetion, and the ability of peronalizing advertiement through uch interactive webite. E-mmerce enable properly organized mpanie to eamlely mbine the function of market reearch, advertiing and upply chain management with online purchaing activity, with maximum t efficiency and the mot effective deployment of reource. C. E-mmerce adoption challenge Depite the manifet advantage of E-mmerce adoption, it cannot imply be purchaed and implemented wholeale; for effective deployment, organization mut devie an adoption trategy tailored to their own need, objective and urrounding ntext. One of the main challenge i to define an effective E- mmerce model and trategy [] and []; thi mut be done with reference to three main mponent: mmunity, ntent and mmerce, relative to the organization indutry, ervice and product. Chat room, meage board, lit and ocial networking webite have been ued to gain mmunity (i.e. a large number of intereted and motivated potential cutomer). Content include new, decription or any related information that can attract potential cutomer, a well a cutomer-generated ntent uch a product review, which dieminate information among their mmunity. Commerce i repreented by numer purchae deciion for phyical product or ervice online [][]. Another challenge that mig appear during thi migration, epecially when organization attempt to move into buineto-cutomer (BC) E- mmerce, i to integrate a web-baed front-end ordering ytem with the back-end mputer-baed ytem relating to inventory ntrol and production planning. The web baed front-end cutomer interface hould be tigly integrated with back-end inventory mputer-baed ytem in order to enure the availability of requeted product, and to alert the purchaing department to production planning need, a hown in Figure []. Other challenge that mig appear are ecurity and trut; internet experience; language; legal iue; and technology acceptance [] D. E-mmerce adoption in Jordan A few tudie have focued on E-mmerce adoption in Jordan; their main finding are preented in thi ection. The current tatu of E-mmerce in Jordan repreent a vital factor affecting thi reearch. Al-debei [] found that Jordan ha variou adequate E-mmerce prerequiite, uch P a g e

3 Vol., o., In ncluion, many factor militate againt organization move toward E-mmerce in Jordan, mainly attributable to cultural factor and a lack of trut in the ecurity of E-payment ytem. Cutomer Internet Organization E-mmerce Web Server External Environment. Strong mpetition. Global enomic. Regional trade ment. Low labor t. Increaed cutomer power Organization Main Frame Computer Intranet Inventory Data Control SME Fig.. Integrating web baed front-end ordering ytem with the back-end mputer baed ytem Technological Context. Increaed Innovation and new technologie. E-mmerce benefit. Financial reource. E-mmerce barrier. Rapid decline in technology t/performance ratio a technology and telemmunication infratructure, organization readine and upport, intitutional and governmental upport and mmunity culture. Moreover, there are ufficient IT vendor who can provide Jordanian mpanie with required hardware and oftware for their move toward Emmerce. However, the tudy identified that Jordanian mmunity culture i not germane to E-mmerce adoption, and cultural belief and practice ntitute a major impediment to thi major change in the local buine market. Thi wa cited a the main reaon why relatively few organization (he pecified le than ) have developed Emmerce in Jordan []. Production Planning Data Organizational Context. Changing nature of workforce. CEO characteritic, management upport. Financial reource. Increaed importance of ethical iue. Increaed ocial reponibility Alamro and Tarawneh [] preented a model of the main factor in E-mmerce adoption in Jordan baed on three dimenion: the External Environment, the Organizational Context and the Technological Context, a hown in Figure. A tudy [] ncluded that the effect of the adoption of e-mmerce ytem by SME in Jordan i affected particularly by the following factor: readine, trategy, manager perception and external preure by trading partner. A urvey quetionnaire wa ued to evaluate thi model, finding that the external environment ntext (e.g. cutomer demand and quality of IT nultation ervice) are the main factor that affect E-mmerce adoption in Jordan. In an organizational ntext, it ha been found that employee ICT knowledge and attitude affect E-mmerce adoption, making them either facilitator or inhibitor. In the technological ntext, a lack of trut in bank upport for electronic tranaction, the threat of diintermediation and fear of identifying theft were the main inhibitor. Fig.. A model of E-mmerce adoption in SME III. RESEARCH METHODOLOGY A. Approach The preceding literature review about the current tatu of E-mmerce in Jordan ha given a general idea about the main ncern of thi tudy, and indication of where to focu to explore the main factor affecting E-mmerce adoption for Jordanian mpanie. A et of interview with PGS management directed the reearcher to nduct a quetionnaire to be anwered by their cutomer in order to examine E-mmerce adoption at a cutomer level, a their online hopping experience indicate the extent to which extent thi major change will affect PGS adoption of E-mmerce in order to achieve intended goal. Hajli et al. [] nducted a imilar tudy entitled Examining E-mmerce Adoption at Cutomer Level: The Impact of Social Commerce in Iran; hi quetionnaire wa found to be very uitable and ueful to be cutomized and ued for meauring Jordanian cutomer behavior toward online hopping. P a g e

4 Vol., o., Quetionnaire variable were ncluded from interview with top management executive. Three different location for PGS tore were elected to ditribute the quetionnaire to their exiting cutomer. The urvey wa deigned to focu mainly on cutomer opinion about online hopping and to examine their own experience in thi regard. In order to tudy a wide range of cutomer behavior, different culture and different age range were targeted by the ditribution of quetionnaire in three location, namely Jab AlHuien, Down Town and Al-Wehdat branche of PGS. A period of one week wa given for participant recruited from each branch to return their quetionnaire. A total of mpleted repone were received, a repone rate of.. The reult were then analyzed uing SPSS. The reult of tatitical (quantitative) and thematic (qualitative) analyi are preented in the next chapter. Figure how the reearch deign for thi tudy. C. Quetionnaire deign The quetionnaire nit of three type of quetion: multiple choice, Likert-type quetion and finally two openended quetion to addre major challenge toward Emmerce adoption in Jordan from cutomer perpective. B. Reearch deign Thi reearch wa nducted baed on the main factor identified from a imilar tudy in a different developing untry in the Middle Eat. Interview were held with top management peronnel to cutomie the main factor for incluion in the urvey adminitered to intended cutomer in order to achieve the main goal of the tudy. The multiple choice quetion focued on if and how cutomer ue the internet to hop online. The Likert-type cale quetion addree repondent ability to earch about requeted product online, their trut of viited online hopping webite, familiarity with online hopping, familiarity with ocial networking webite and mmunitie online, truting other review of certain product, the ability to provide the online vendor with required information to better erve cutomer need (i.e. market reearch) and repondent opinion about learning how to ue mputer, browe product on the internet and hop online. Furthermore, it addreed repondent opinion of webite flexibility, implicity, eae to interaction and ociability, a well a the particular iue of their feeling ncerning uing credit card to hop online. D. Evaluation of reult The urvey aimed to undertand the attitude of Jordanian cutomer toward E-mmerce adoption and their ability to hop online. The reult of thi quetionnaire helped to have a broad overview of PGS cutomer experience and perpective toward online hopping a a rudimentary example of general Jordanian E-mmerce cutomer (actual and potential). Moreover, meauring cutomer ability to undertand and deal with online webite, the internet, mputer and Social etwork Service (SS) generally would indicate their willingne to deal with PGS migration proce toward E-mmerce. Fig.. Reearch deign IV. RESULTS A explained in the previou chapter, a urvey quetionnaire wa adminitered been nducted to meaure Emmerce adoption at the cutomer level in Jordanian ociety, nidering cutomer of PGS a a cae tudy of Jordanian Emmerce cutomer. Thi helped in undertanding the current tatu of online hopping in Jordanian ociety and the extent to which Jordanian organization would benefit from developing their E-mmerce activitie. Mot of the urvey item mpried Likert-type quetion, an example of which i illutrated below in Table I. TABLE I. EXAMPLE OF LIKERT STATEMET USED I THIS RESEARCH Promie made by the webite that ha ued for the lat online hopping are likely to be reliable eutral Di A. Reliability The Cronbach (t-tet) alpha tet wa ued to acertain the reliability of thi reearch. The Cronbach alpha value wa., which i above the. threhold, indicating adequate internal nitency. P a g e

5 Vol., o., B. Participant decription Participant mprie a nvenience ample of adult, all of whom () are Jordanian citizen, mpriing female and male, a illutrated below in Figure.The majority of participant were aged - year old, a illutrated in Figure, and the majority held a bachelor degree and have no online hopping experience, a illutrated in Figure -. Gender, Female, Bachelor Degree Gender, Male, Doctorate Level of education Fig.. Sample level of education Male Female Fig.. Sample gender Age Fig.. Sample age (yr) o Ye Fig.. Sample experience of online hopping C. Ability to earch about deired product online variable Reult indicate that Jordanian that earching and buying on the internet i ueful, and they are familiar with internet earching for hopping purpoe. P a g e

6 Vol., o., TABLE III. SECTIO ABILITY TO SEARCH ABOUT DESIRED PRODUCT OLIE Strongl eutral Di y. Searching and buying on the internet i ueful for me Searching and buying on the internet make my life eaier I am familiar with earching for material on the internet I am familiar with buying material on the internet..... Total ability to earch about deired product online Mea n Strongl eutral Di Mea y n. Promie made by the webite that I ued for my lat online hopping are likely to be reliable I do not doubt the honety of the webite that I ued for my lat online hopping The webite on the internet enable me to earch and buy material fater The webite increae my productivity in earching and purchaing product on the internet Baed on my experience with the online vendor in the pat, I know it i honet Baed on my experience with the online vendor in the pat, I know they care about cutomer I am very likely to provide the online vendor with the information it need to better erve my need I uually ue people rating and review about product on the internet I am hap to ue my credit card to purchae from an online vendor Cutomer trut in ued online hopping webite. Table Ⅱ and Figure how that the total of mean of the variable total ability to earch about deired product online wa (.), with tandard deviation () (.), which mean thi ability wa low. Alo, it can be noted that quetion (Q) Searching and buying on the internet make my life eaier had the highet mean (.,.), while Q I am familiar with buying material on the internet had the lowet mean (.,.) (Table Ⅱ). SECTIO CUSTOMER S TRUST I USED OLIE SHOPPIG WEBSITES TABLE II. Q eutral Di Q Q Table Ⅲ and figure (, ) how that the total of mean of the variable cutomer trut in ued online hopping webite wa. (.), which mean that trut wa low. Alo,Q The webite on the internet enable me to earch and buy material fater had the highet mean (.,.), while Q I am hap to ue my credit card to purchae from an online vendor had the lowet (.,.). Q Fig.. Ability to earch about deired product online P a g e

7 Vol., o., Table Ⅵ and figure how that the total of mean of the variable effect of forum, mmunitie and ocial networking webite on cutomer online hopping experience wa. (.), which mean that thi effect wa low. Alo,Q I ue online forum and mmunitie for acquiring information about a product had the highet mean (.,.), while Q I trut my friend on online forum and mmunitie had the lowet (.,.). eutral Q Q Di Q Fig.. Cutomer trut in ued online hopping webite Q eutral Q Q Di Q Q Fig.. Cutomer trut in ued online hopping webite TABLE IV. SECTIO EFFECT OF FORUMS, COMMUITIES AD SOCIAL ETWORKIG WEBSITES O CUSTOMERS OLIE SHOPPIG EXPERIECE Strongl eutral Di Mea y n. I am familiar with inquiring about material rating on the internet I trut my friend on online forum and mmunitie I ue online forum and mmunitie for acquiring information about a product Effect of forum, mmunitie and ocial networking.. webite on cutomer online hopping experience eutral Q Q Di Q Fig.. Effect of forum, mmunitie and ocial networking webite on cutomer online hopping experience TABLE V. Strongl y SECTIO FOUR LEARIG TO USE COMPUTERS AD ITERET FOR SHOPPIG eutral Di Mea n. It i eay to beme kilful at uing the webite Learning to operate the webite on the internet i eay I have had training to ue mputer and the internet I have learned to ue the internet to hop online My learning and training i/wa ueful for online hopping Examine learning to ue mputer and internet for hopping Table Ⅴ and figure how that the total of mean of the variable examine learning to ue mputer and internet for hopping wa. (.), which indicate a low level of learning to ue mputer and internet for hopping. Alo, Q Learning to operate the webite on the internet i eay had the highet mean (.,.), while Q I have had training to ue mputer and the internet had the lowet (.,.). P a g e

8 Vol., o., Q eutral Q Q Di Q Q Q eutral Di Q Q Q Fig.. Interacting with vender via online hopping webite, Q- Fig.. Learning to ue mputer and internet for hopping SECTIO FIVE ITERACTIG WITH VEDER VIA OLIE SHOPPIG WEBSITES eutral Di Mea n. The webite that I ue for my online hopping i flexible to interact with My interaction with the webite in the internet i clear and undertandable There i a ene of human warmth in the webite that I ue for my online hopping I perceive myelf pretty experienced in uing the mputer I perceive myelf pretty experienced in uing the internet I have been uing the internet for a long time There i a ene of human ntact in the webite There i a ene of ociability in the webite that I ue for internet hopping Examine interacting with vender via online hopping.. webite TABLE VI. Table Ⅵ and figure (, ) how that the total of mean of the variable examine interacting with vender via online hopping webite wa. (.), which indicate a low level of uch behavior. Alo, Q The webite that I ue for my online hopping i flexible to interact with and () I perceive myelf pretty experienced in uing the internet had the highet mean (.,.,. repectively), while Q There i a ene of ociability in the webite that I ue for internet hopping had the lowet (.,.). Q eutral Q Di Q Q Fig.. Interacting with vender via online hopping webite, Q- TABLE VII. Gender MEAS, S AD T-TEST FOR THE GEDER OF THE MEMBERS OF THE STUDY SAMPLE O THE SECTIOS Mean Std. t df Sig. error (mean tailed) Ability to earch about deired product online M..... F Cutomer trut in ued online hopping webite M..... F Effect of forum, mmunitie and ocial networking webite on cutomer online hopping experience M..... F Examine learning to ue mputer and internet for hopping M..... F Examine interacting with vender via online hopping webite M F Table Ⅶ and figure how that the ignificance value for all ection i greater than,, which mean that there are no P a g e

9 Vol., o., enthuiam about E-mmerce generally, promoting the development of eriou trategie to apply and benefit from thi change. tatitically ignificant difference in all ection between male and female. V. CRITICAL EVALUATIO OF RESULTS Local E-mmerce mpanie hould be actively enuraged and motivated by incentive, uch a the elimination of ale tax for E-mmerce tranaction for a probationary period in order to enurage private ector mpanie to nduct eriou tep toward adopting Emmerce. A tated in reearch methodology ection, a quetionnaire wa ditributed in everal branche of PGS. The quetionnaire wa filled by random cutomer who attend thi hop randomly and voluntary. Thee cutomer repreent a population of Jordanian ociety and their opinion toward E-mmerce adoption that i generally repreentative for other SME in the HKJ. everthele, the inig of thi mainly ncerned the particular viion of PGS cutomer enthuiam for their vendor migration into E-mmerce. COCLUSIOS It can be ncluded that Jordanian ociety i trongly attached to traditional way of hopping, but the upming generation, repreented by freh graduate in thi tudy, are increaingly experienced and accepting of the potential of online hopping experience. Thi mean that change in numer behavior (i.e. hopping trend) can be anticipated in the near future, with the diffuion of more advanced mputer literacy throughout Jordanian ociety. Furthermore, increaed uage of SS in Jordanian ociety in daily life i affecting hopping behavior regardle of age category. However, the fact that the urvey wa nducted in Amman, the capital of HKJ, i an important nideration. Amman repreent the mot properou city in the untry where all required ervice are available, including education and other facilitie (e.g. internet infratructure). Furthermore, mot of the repondent are relatively recent graduate(.) aged - year old (.),repreenting the mot mputer literate egment of Jordanian ociety; older and le educated portion of the population mot of whom would benefit mot from E-mmerce application are not repreented. The majority of participant (.) were female, but no gender effect wa determined by the t-tet of the tudy ample in all ection. VI. The reult that obtained from the urvey nducted howed that.of participant had no online hopping experience, while.had ome online experience. Baed on literature review tudie about E-mmerce in Jordan, previou tudie identified the impact of ociety culture, with reult generally affirming more online hopper than expected, depite the entrenched Jordanian ocietal cultural preference for traditional hopping format. Finally, baed upon previou reearche nducted on Emmerce adoption in Jordan and reult of thi reearch, it highly remmended that PGS in particular wait a period of time (i.e. a minimum of two year) to begin change preparatory for the eriou adoption of E-mmerce in their buine operation due to market uncertaintie at the preent juncture. The mot triking finding of the tudy i that the majority of repondent did not have direct online hopping experience, which demontrate the fact that Jordanian ocietal culture ha a major effect on organization intention to move toward Emmerce; put imply, organization do not eriouly ntemplate developing their E-mmerce activitie, and the majority of people in local ociety are unreponive to uch initiative. Generally, HKJ a previouly tated in literature review, i a developing untry with limited reource that need enhancement to accept the E-mmerce adoption. Given the lack of interet among the public and SME, the government mut play a more active role in facilitating E-mmerce with appropriate infratructure and expanding E-mmerce knowledge to people acro the untry. Thi may be pearheaded by the full implementation of the ambition Egovernment project in the untry, which may enurage more people acro the untry to gain more knowledge of Emmerce potential baed on their experience of the nvenience of E-government facilitie for taxation, public ervice fee and tranaction payment online, circumventing the cumberome bureaucracy of traditional interaction with the government. Thi will erode Jordanian fear of local organization E-mmerce adoption and increae their In ncluion, SME are enuraged to prepare a plan, deign and implement the migration toward adopting full Emmerce activitie to enmpa the development of Jordanian cutomer acceptance of online hopping. [] [] [] [] [] [] [] [] [] REFERECES P. Permwanichagun, S. 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