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Understanding E-Commerce Adoption. Literature Review Of Competing Models

Author

Listed:
  • Constantin SASU

    (“Alexandru Ioan Cuza” University of Iasi)

  • Daniela ICHIM

    (Doctoral School of Economics and Business Administration, “Alexandru Ioan Cuza” University of Iasi)

Abstract

The present paper reviews the theory of planned behaviour (Ajzen, 1991), the theory of reasoned action (Fishbein & Ajzen, 1975; Ajzen & Fishbein, 1980) and the theory of technology acceptance model (Davis, 1989) in order to better perceive their possible future application in the marketing field, namely in the process of using electronic commerce at the organizational level. While previous empirical studies have focused primarily on one of the theories, in an attempt to rule the advantages and / or disadvantages which would support the findings and hypothesis presented, it is the authors’ belief that all three theories greatly contribute, each one in a unique way. However, several pitfalls in methodology may be encountered, therefore further empirical research is required.

Suggested Citation

  • Constantin SASU & Daniela ICHIM, 2017. "Understanding E-Commerce Adoption. Literature Review Of Competing Models," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 13, pages 17-23, May.
    • Handle: RePEc:cmj:seapas:y:2017:i:13:p:17-23
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    More about this item

    Keywords

    E-commerce; Theory of planned behaviour; Theory of reasoned action; Theory of technology acceptance;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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