AbstractThis paper aims to identify

Abstract
This paper aims to identify the possible main factors that might have an impact on the adoption of E-Marketing by
small business enterprises. It starts by reviewing the different theories of new technology adoption in the related
literature such as the Technology Acceptance Model (TAM), the Innovation Diffusion Theory (IDT) and the
Decomposed Theory of Planned Behaviour model (DTPB) to develop a better understanding of their influence
and potential for marketing activities (namely, E-Marketing adoption) in SBEs. The overall aim is to identify the
variables that might influence the adoption of Electronic Marketing by SBEs.
1. Adoption of New Technology
Unlike new technological innovation, which often appears to occur as a single event or jump, the adoption or
diffusion of any technology into practice appears as a continuous and rather slow process (Hall and Khan, 2003,
P:1). Because it combines fast changing technologies and new marketing requirements for each company, the
understanding of this process can take some time, and may be seen from a number of different perspectives.
However, there are a number of accepted theoretical frameworks that have been used by researchers to investigate
the adoption and diffusion of information technology and new technologies by the business community. These
frameworks provide reliable arguments that enable managers and practitioners, as well as the academic
community, to gain a better understanding of the applications and potential of new Internet technologies so they
can be used in a more effective way (Karahanna and Straub, 1999). Moreover, recent research into IT adoption
and use has been motivated by the desire to predict factors, which can lead to successful application in a
marketing context (Lynn et al., 2002; P: 35; Rose and Straub, 1998; P: 39). But E-Marketing is still a relatively
new concept, particularly for SBEs that have limited resources and can ill afford to make unwise investments.
Therefore, there is a need to have a much clearer understanding of E-Marketing problems as well as opportunities
for SBEs, and how these technologies can be used to carry out the marketing processes in a more effective way
than reliance on traditional practice (El-Gohary, 2009).
Although there are a lot of theories related to technology adoption, the most frequently applied theories by the
research community are: the Davis (1989) Technology Acceptance Model (TAM), the Rogers (1995) Innovation
Diffusion Theory (IDT) and the Decomposed Theory of Planned Behaviour model (DTPB) Looi, (2004).
Consequently this study will review all three theories and then examine their potential for an analysis of EMarketing
practice. Because each theory has a different perspective of new technology, a combination of
elements from each may provide a more robust model that may be of use for the analysis of E-Marketing in a
small businesses context.
1.1 The Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM) is proposed by Davis (1989) to explain the acceptance, usage and
adoption of information technology. When developing this model, Davis referred to the theory developed by
Ajzen and Fishbein (1980) regarding the understanding of attitudes and the predicting of social behaviour (theory
of reasoned action - TRA).
The Special Issue on Contemporary Research in Business and Social Science © Center for Promoting Ideas, USA
235
Davis (1989) used this theory about reasoned action (TRA) to show that beliefs influence attitudes which lead to
intentions, and therefore generate behaviours. Moreover this belief–attitude–intention–behavioural relationship
can predict user acceptance of IT (Lederer, et al 2000).
Based on that, according to Davis’s point of view, IT adoption is affected by prior use-related beliefs. When
constructing his model, Davis depended on the following two beliefs to develop his model:-
1- Perceived beliefs/usefulness (PU) which is: “The degree to which a person believes that using a
particular system would enhance his or her job performance" (Davis, 1989; P: 320)
2- Perceived ease of use (PEOU) which refer to: "The degree to which a person believes that using a
particular system would be free of effort" (Davis, 1989; P: 320).
Although perceived usefulness and ease of use represent the main components of TAM, there is two other
constructs in the model which are:
3- Attitude towards the use of IT.
4- Behavioural intention to use.
These four components will lead to the dependent variable of the model which is actual usage of IT, as illustrated
in the following figure:-

Figure 1: The Technology Acceptance Model (TAM)
Source: Davis et al., (1989)
Research using the technology acceptance model has played an important role in understanding the acceptance,
usage and adoption of information technology. Any review of the literature and scholarly research on Information
Technology acceptance and usage will show that TAM has emerged as one of the most significant models in this
stream of research. Thus it represents a sound theoretical contribution toward understanding the usage and
acceptance behaviours of IT that may be applicable to the study about E-Marketing (El-Gohary, 2009).
Nevertheless, economic factors or outside influences (such as: suppliers, customers, social influence and
competitors) are not specifically addressed in this model, nor the influence of personal control factors on
behaviour (Looi, 2004). As a result, many researchers attempted to test the model. Within this respect, there are
large numbers of studies that have tested the model since it was first presented in 1989. These studies had not only
covered a number of different technologies and different aspects but also, while some of them tested all the model
components, the rest tested only the two main components (perceived usefulness and perceived ease of use).
These studies include: Looi (2004), Grandon and Pearson (2003), Dembla, Palvia and Krishnan (2007), Adams et
al (1992), Bagozzi et al (1992), Chau 1996, Davis (1989), Davis et al (1989), Gefen and Straub (1997), Haynes
and Thies (1991), Hendrickson and Collins (1996), Igbaria et al (1995), Mathieson (1991), Morris and Dillon
(1997), Straub et al (1995), Szajna (1996), Taylor and Todd (1995a), Taylor and Todd (1995b), Teo et al (1998),
Thompson (1998) and Lederer (2000). The following table illustrates some examples of the different studies that
have researched TAM in the last twenty years (El-Gohary, 2009).
Externa
Perceive
d
Perceive
Attitude
Toward
Using
(A)
Behavioural
Intention
To Use
(BI)
Actual
System
International Journal of Business and Social Science Vol. 5 No. 4 [Special Issue – March 2014]
236
Table 1: Selective Number of Studies Researched the Technology Acceptance Model
N Research area Studies
1 Mobile commerce Khalifa and Shen (2008), Kamel and Hassan (2003), Wang, Wang, Lin and
Tang (2003), Chan and Lu (2004)
2 Online applications and Internet Lu, Hsu and Hsu (2005), Shih (2004), Devaraj, Fan and Kohli (2002), Gefen
and Straub (1997), Lederer, Maupin, Sena, and Zhuang (2000), Spacey,
Goulding and Murray (2004), Koufaris (2002), Wang and Benbasat (2005)
3 Online banking and financial
services
Singer, Avery and Baradwaj (2008), McKechnie, Winklhofer and Ennew
(2006), Pikkarainen, Pikkarainen, Karjaluoto and Pahnila (2004)
4 Information technology and
systems
Kim and Malhotra (2005), Klopping, and McKinney (2004), Gong, Xu and Yu
(2004), Lim (2003), Brown, Massey, Montoya-Weiss and Burkman (2002),
Chau and Hu (2002), Gentry and Calantone (2000), Roberts and Henderson
(2000), Agarwal and Prasad (1999), Chau and Hu (2001), Dishaw and Strong
(1999), Riemenschneider, and Hardgrave (2001), Plouffe, Hulland, and
Vandenbosch (2001), Venkatesh, Morris, Davis and Davis (2003), Venkatesh,
Speier, and Morris (2002), Taylor and Todd (1995a), Taylor and Todd (1995b),
Jackson, Chow and Leitch (1997), Chau (1996), Adams, Nelson and Todd
(1992), Szajna (1994)
5 E-Marketing Vijayasarathy (2004), Gefen, Karahanna, and Straub (2003b), Gefen (2003),
Koufaris (2002)
6 Culture McCoy, Everard and Jones (2005)
7 Enterprise resource planning
(ERP)
Amoako-Gyampah and Salam (2004)
8 Small businesses Riemenschneider, Harrison, and Mykytn (2003), Ndubisi and Jantan (2003)
9 Electronic commerce McCloskey (2003), Gefen and Straub (2000)
10 Computing Igbaria, Zinatelli, Cragg and Cavaye (1997), Ndubisi, Gupta and Ndubisi
(2005), Igbaria, Guimaraes and Davis (1995)
11 TAM Davis (1986), Davis (1989), Davis, Bagozzi and Warshaw (1989), Al-Gahtani
(2001), Venkatesh (2000), Venkatesh and Davis (1996), Szajna (1996)
12 TAM and TPB Mathieson (1991)
13 Mobile learning Huang, Lin and Chuang (2007)
14 Word processing Brosnan (1999)
15 Broker workstations Lucas and Spitler (1999)
16 Network externalities Wang, Hsu and Fang (2004)
17 Usage behaviour Venkatesh and Morris (2000)
18 User satisfaction Wixom and Todd (2005)
Source: El-Gohary (2009) and El-Gohary (2012).
In fact, not only a lot of authors have tested the TAM model, but also some of them have extended it by using
other constructs in an attempt to improve its ability to predict the use and acceptance of new technologies. Within
this respect, Chau, (1996) has extended TAM to include both long-term and short-term perceived usefulness;
Igbaria et al. (1995) has extended it to include individual, organisational and system characteristics; Gefen and
Straub (1997) extended the model to include gender; and Vijayasarathy (2004) extended it to include privacy,
security and some other factors.
Moreover, there are a number of studies that tested or researched the TAM model in the acceptance of electronic
commercial transactions (El-Gohary, 2009).
Gefen and Straub (2000), Grandon and Pearson (2003), Devaraj et al (2002), Kamel and Hassan (2003), Wang et
al (2003), Pikkarainen et al (2004), McCloskey (2003), Chan and Lu (2004), Dembla, Palvia and Krishnan (2007)
and Looi (2004) are examples of these studies.
Within thi

Hasil (Bahasa Indonesia) 1:

AbstrakMakalah ini bertujuan untuk mengidentifikasi faktor utama mungkin yang mungkin memiliki dampak pada penerapan E-pemasaran olehbadan usaha kecil. Dimulai dengan meninjau teori yang berbeda adopsi teknologi baru yang berhubunganSastra seperti teknologi penerimaan Model (TAM), teori difusi inovasi (IDT) danTeori perilaku direncanakan diurai model (DTPB) untuk mengembangkan pemahaman yang baik dari pengaruh merekadan potensi untuk pemasaran kegiatan (yaitu, E-Marketing adopsi) di SBEs. Tujuan keseluruhan adalah untuk mengidentifikasivariabel yang dapat mempengaruhi adopsi elektronik pemasaran oleh SBEs.1. penerapan teknologi baruTidak seperti inovasi teknologi baru, yang sering muncul terjadi sebagai satu peristiwa atau melompat, adopsi atauDifusi setiap teknologi ke dalam praktek yang muncul sebagai proses terus-menerus dan agak lambat (Hall dan Khan, 2003,P:1). Karena menggabungkan cepat berubah teknologi dan pemasaran baru persyaratan untuk masing-masing perusahaanpemahaman tentang proses ini dapat mengambil beberapa waktu, dan dapat dilihat dari beberapa perspektif yang berbeda.Namun, ada sejumlah kerangka teoritis diterima yang telah digunakan oleh peneliti untuk menyelidikidalam adopsi dan difusi teknologi informasi dan teknologi baru oleh komunitas bisnis. Inikerangka kerja memberikan argumen yang dapat diandalkan yang memungkinkan manajer dan praktisi, serta akademisimasyarakat, untuk mendapatkan pemahaman yang lebih baik dari aplikasi dan potensi baru teknologi Internet jadi merekadapat digunakan dalam cara yang lebih efektif (Karahanna dan Straub, 1999). Selain itu, penelitian terbaru ke dalam adopsi ITdan penggunaan telah termotivasi oleh keinginan untuk memprediksi faktor, yang dapat mengakibatkan sukses aplikasipemasaran konteks (Lynn et al., 2002; P: 35; Rose dan Straub, 1998; P: 39). Tapi E-pemasaran masih relatifkonsep baru, terutama untuk SBEs yang memiliki sumber daya yang terbatas dan bisa sakit mampu untuk membuat investasi yang bijaksana.Oleh karena itu, ada kebutuhan untuk memiliki pemahaman yang jauh lebih jelas masalah E-pemasaran serta peluanguntuk SBEs, dan bagaimana teknologi ini dapat digunakan untuk melaksanakan proses pemasaran dalam cara yang lebih efektifdari ketergantungan pada praktek tradisional (El-Gohary, 2009).Meskipun ada banyak teori yang berkaitan dengan adopsi teknologi, yang paling sering diterapkan teori olehkomunitas riset adalah: Davis (1989) teknologi penerimaan Model (TAM), inovasi Rogers (1995)Difusi teori (IDT) dan mengeluarkannya teori dari direncanakan perilaku model Looi (DTPB), (2004).Akibatnya studi ini akan meninjau semua tiga teori dan kemudian memeriksa potensi mereka untuk analisis Marketingpraktek. Karena teori masing-masing memiliki perspektif yang berbeda dari teknologi baru, kombinasiunsur-unsur dari masing-masing dapat memberikan model yang lebih kuat yang mungkin digunakan untuk analisis E-pemasaran dikonteks usaha kecil.1.1 Model penerimaan teknologi (TAM)Teknologi penerimaan Model (TAM) yang diusulkan oleh Davis (1989) menjelaskan penerimaan, penggunaan danadopsi teknologi informasi. Ketika mengembangkan model ini, Davis dirujuk kepada teori yang dikembangkan olehAjzen dan Fishbein (1980) mengenai pemahaman tentang sikap dan memprediksi perilaku sosial (teoriberalasan tindakan - TRA). Special Issue on kontemporer penelitian dalam bisnis dan ilmu sosial © pusat untuk mempromosikan ide-ide, Amerika Serikat235Davis (1989) digunakan teori ini tentang tindakan beralasan (TRA) untuk menunjukkan bahwa keyakinan mempengaruhi sikap yang mengakibatkanniat, dan karena itu menghasilkan perilaku. Selain itu hubungan kepercayaan – sikap-niat-perilaku inidapat memprediksi pengguna penerimaan itu (Lederer, et al, 2000).Berdasarkan itu, menurut Davis di sudut pandang, itu adopsi dipengaruhi oleh sebelumnya gunakan berkaitan dengan keyakinan. Kapanmembangun modelnya, Davis bergantung pada dua keyakinan berikut untuk mengembangkan model nya:-1 - dirasakan keyakinan/kegunaan (PU) yang: "tingkat yang seseorang percaya bahwa menggunakansistem tertentu akan meningkatkan kinerja kerja nya"(Davis, 1989; P: 320)2 - mudah digunakan (PEOU) yang merujuk pada yang dirasakan: "tingkat yang seseorang percaya bahwa menggunakansistem tertentu akan bebas dari usaha"(Davis, 1989; P: 320).Meskipun dirasakan kegunaan dan kemudahan penggunaan yang mewakili komponen utama Tam, ada dua lainnyaconstructs in the model which are:3- Attitude towards the use of IT.4- Behavioural intention to use.These four components will lead to the dependent variable of the model which is actual usage of IT, as illustratedin the following figure:-Figure 1: The Technology Acceptance Model (TAM)Source: Davis et al., (1989)Research using the technology acceptance model has played an important role in understanding the acceptance,usage and adoption of information technology. Any review of the literature and scholarly research on InformationTechnology acceptance and usage will show that TAM has emerged as one of the most significant models in thisstream of research. Thus it represents a sound theoretical contribution toward understanding the usage andacceptance behaviours of IT that may be applicable to the study about E-Marketing (El-Gohary, 2009).Nevertheless, economic factors or outside influences (such as: suppliers, customers, social influence andcompetitors) are not specifically addressed in this model, nor the influence of personal control factors onbehaviour (Looi, 2004). As a result, many researchers attempted to test the model. Within this respect, there arelarge numbers of studies that have tested the model since it was first presented in 1989. These studies had not onlycovered a number of different technologies and different aspects but also, while some of them tested all the modelcomponents, the rest tested only the two main components (perceived usefulness and perceived ease of use).These studies include: Looi (2004), Grandon and Pearson (2003), Dembla, Palvia and Krishnan (2007), Adams etal (1992), Bagozzi et al (1992), Chau 1996, Davis (1989), Davis et al (1989), Gefen and Straub (1997), Haynesand Thies (1991), Hendrickson and Collins (1996), Igbaria et al (1995), Mathieson (1991), Morris and Dillon(1997), Straub et al (1995), Szajna (1996), Taylor and Todd (1995a), Taylor and Todd (1995b), Teo et al (1998),Thompson (1998) and Lederer (2000). The following table illustrates some examples of the different studies thathave researched TAM in the last twenty years (El-Gohary, 2009).ExternaPerceivedPerceiveAttitudeTowardUsing(A)BehaviouralIntentionTo Use(BI)ActualSystemInternational Journal of Business and Social Science Vol. 5 No. 4 [Special Issue – March 2014]236Table 1: Selective Number of Studies Researched the Technology Acceptance ModelN Research area Studies1 Mobile commerce Khalifa and Shen (2008), Kamel and Hassan (2003), Wang, Wang, Lin andTang (2003), Chan and Lu (2004)2 Online applications and Internet Lu, Hsu and Hsu (2005), Shih (2004), Devaraj, Fan and Kohli (2002), Gefenand Straub (1997), Lederer, Maupin, Sena, and Zhuang (2000), Spacey,Goulding and Murray (2004), Koufaris (2002), Wang and Benbasat (2005)3 Online banking and financialservicesSinger, Avery and Baradwaj (2008), McKechnie, Winklhofer and Ennew(2006), Pikkarainen, Pikkarainen, Karjaluoto and Pahnila (2004)4 Information technology andsystemsKim and Malhotra (2005), Klopping, and McKinney (2004), Gong, Xu and Yu(2004), Lim (2003), Brown, Massey, Montoya-Weiss and Burkman (2002),Chau and Hu (2002), Gentry and Calantone (2000), Roberts and Henderson(2000), Agarwal and Prasad (1999), Chau and Hu (2001), Dishaw and Strong(1999), Riemenschneider, and Hardgrave (2001), Plouffe, Hulland, andVandenbosch (2001), Venkatesh, Morris, Davis and Davis (2003), Venkatesh,Speier, and Morris (2002), Taylor and Todd (1995a), Taylor and Todd (1995b),Jackson, Chow and Leitch (1997), Chau (1996), Adams, Nelson and Todd(1992), Szajna (1994)5 E-Marketing Vijayasarathy (2004), Gefen, Karahanna, and Straub (2003b), Gefen (2003),Koufaris (2002)6 Culture McCoy, Everard and Jones (2005)7 Enterprise resource planning(ERP)Amoako-Gyampah and Salam (2004)8 Small businesses Riemenschneider, Harrison, and Mykytn (2003), Ndubisi and Jantan (2003)9 Electronic commerce McCloskey (2003), Gefen and Straub (2000)10 Computing Igbaria, Zinatelli, Cragg and Cavaye (1997), Ndubisi, Gupta and Ndubisi(2005), Igbaria, Guimaraes and Davis (1995)11 TAM Davis (1986), Davis (1989), Davis, Bagozzi and Warshaw (1989), Al-Gahtani(2001), Venkatesh (2000), Venkatesh and Davis (1996), Szajna (1996)12 TAM and TPB Mathieson (1991)13 Mobile learning Huang, Lin and Chuang (2007)14 Word processing Brosnan (1999)15 Broker workstations Lucas and Spitler (1999)16 Network externalities Wang, Hsu and Fang (2004)17 Usage behaviour Venkatesh and Morris (2000)18 User satisfaction Wixom and Todd (2005)Source: El-Gohary (2009) and El-Gohary (2012).In fact, not only a lot of authors have tested the TAM model, but also some of them have extended it by usingother constructs in an attempt to improve its ability to predict the use and acceptance of new technologies. Withinthis respect, Chau, (1996) has extended TAM to include both long-term and short-term perceived usefulness;Igbaria et al. (1995) has extended it to include individual, organisational and system characteristics; Gefen andStraub (1997) extended the model to include gender; and Vijayasarathy (2004) extended it to include privacy,security and some other factors.Moreover, there are a number of studies that tested or researched the TAM model in the acceptance of electroniccommercial transactions (El-Gohary, 2009).Gefen and Straub (2000), Grandon and Pearson (2003), Devaraj et al (2002), Kamel and Hassan (2003), Wang etal (2003), Pikkarainen et al (2004), McCloskey (2003), Chan and Lu (2004), Dembla, Palvia and Krishnan (2007)and Looi (2004) are examples of these studies.Within thi