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Founded on IT diffusion and assimilation theory, a survey study of 54 Canadian travel agencies has allowed us to identify various factors determining the assimilation of electronic commerce by small enterprises in the form of informational, transactional, and strategic implementation of a Web site. The results indicate that informational implementation and transactional implementation are determined by the environmental context (business partners’ influence and environmental uncertainty), whereas strategic implementation is determined by the travel agencies’ marketing strategy (in terms of distribution and communication), the organizational context (type of ownership, nature of business), and the characteristics of electronic commerce (perceived advantages and technology attributes).

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