Measurement model for assessing the diffusion of e-business and e-marketing

Abstract

E-business is enabled by the intensive development of electronic means supporting such management of business resources in contemporary companies. In well-developed market economies, e-business involves primarily: (1) e-commerce (2) e-procurement and (3) e-marketing. The gaps in the literature limit our understanding of the process of e-business innovation and consequently of e-business value. Key research questions that motivated our work are: (1) What framework can be used as a theoretical basis for studying e-business use and value? (2) Within this theoretical framework, what factors can be identified as key antecedents of e-business use and value? (3) How would these factors vary across different economic environments like Vojvodina? To better understand these issues, we developed a conceptual model for e-business use based on the technology-organization-environment (TOE) framework. We also analyzed e-business value creation, from a resource-based perspective, that stems from the unique characteristics of the Internet. E-marketing refers to a company's efforts to inform, present, promote or sell its supplies predominantly via the Internet.