Influences on Sole Trader Website Development
نویسندگان
چکیده
E-commerce technology is perceived as offering many advantages. A key element is the company website which typically combines sales and marketing functions. Despite the potential improvements in business practice offered by e-commerce research has shown that SMEs have not fully embraced the opportunities offered by this new marketing channel. This paper examines sole trader website development, focusing specifically the factors influencing initial adoption, the characteristics of adopters and patterns of website use based on a combination of interview and survey data from financial services intermediaries. Statistically significant differences were found between adopters and non-adopters which indicate that individual characteristics predominate over organisational characteristics for this type of SME.
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