Factors influencing the successful adoption of an innovative e-commerce product: single case study

Abstract

Abstract. This paper studies the acceptance of an innovative e-commerce product by customers, and how the market characteristics influence its adoption and diffusion. By introducing the concept of e-readiness, which summarizes a broad set of characteristics of a given country, we were able to analyze the factors that drive the adoption of an innovative solution in a market. Our findings suggest that both environmental and firm level factors play an important role in the adoption of an innovative e-commerce solution.