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International Small Business Journal
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A Conceptualization of the Determinants of Small Business Website Adoption

Setting the Research Agenda

Geoff Simmons

University of Ulster, UK, gj.simmons{at}ulster.ac.uk

Gillian A. Armstrong

University of Ulster, UK, ga.armstrong{at}ulster.ac.uk

Mark G. Durkin

University of Ulster, UK, mg.durkin{at}ulster.ac.uk

As evidence mounts on the importance of small businesses and the opportunities presented by website adoption globally, it becomes important to understand the key issues that determine website adoption. However, the extant literature relating to small business website adoption is fragmented and fails to provide an understanding of what determines adoption.Therefore the key contribution of this article to current knowledge is the development of a conceptualization, supported by the literature, that will provide an interpretation of what determines small business website adoption. Critically, this is the first article to incorporate the important role that the small business marketing context plays within Internet technology adoption. The article develops nine hypotheses, which relate to the critical interactions and integration, within and between four determinant groupings underpinning the conceptualization.The nine hypotheses will guide and direct future research towards generating an empirically based understanding of what determines small business website adoption.

Key Words: determinants of Internet adoption • determinants of website adoption • Internet adoption • small business Internet adoption • small business marketing • small business website adoption • website adoption

International Small Business Journal, Vol. 26, No. 3, 351-389 (2008)
DOI: 10.1177/0266242608088743
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