Explaining the internet usage of SMEs The impact of market orientation, behavioural norms, motivation and technology acceptance

Marjolein C. J. Caniels*, Heidi K. L. Lenaerts, Cees J. Gelderman

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Purpose - Small to mid-sized enterprises (SMEs) are underrepresented in market orientation and internet-related research. Yet, marketing-related issues represent some of the most important problems for SMEs. The purpose of this paper is to explain why SMEs use the internet in business processes and to explore the relationship between market orientation and internet usage.
Design/methodology/approach - The study amalgamates the technology acceptance model, the motivation model and the integrated model of technology acceptance into one model. Hypotheses are tested with survey data from Belgian SMEs using partial least squares.
Findings - One of the findings is that intrinsic and extrinsic motivation are positively significantly related to internet usage intention. No significant relationships were found between behavioural norms and perceived ease of use and between perceived ease of use and the intention to use the internet.
Practical implications - Managerial implications include that SME-internet training providers should focus on methods to increase the user's perceived enjoyment (intrinsic motivation) instead of emphasizing the perceived ease of use of the internet.
Originality/value - Researchers as well as practitioners have stressed the gains from implementing market-orientated strategies in firms. Together with the prominence of studies about patterns and characteristics of internet usage, this calls for studies that integrate these two streams of literature. The study shows in what way market orientation is related to the capability to use internet to a firm's long term advantage. Up till now the relationship between market orientation and internet use has hardly received attention.
Original languageEnglish
Pages (from-to)358-377
Number of pages20
JournalInternet Research
Volume25
Issue number3
DOIs
Publication statusPublished - 2015

Keywords

  • Internet usage
  • SMEs
  • Market orientation
  • Technology acceptance model
  • Integrated model of technology acceptance
  • Web technology
  • INTRINSIC MOTIVATION
  • PERCEIVED USEFULNESS
  • USER ACCEPTANCE
  • ORGANIZATIONAL RESEARCH
  • EXTRINSIC MOTIVATION
  • PERFORMANCE
  • ADOPTION
  • MODELS
  • DETERMINANTS
  • COMPUTERS

Cite this

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title = "Explaining the internet usage of SMEs The impact of market orientation, behavioural norms, motivation and technology acceptance",
abstract = "Purpose - Small to mid-sized enterprises (SMEs) are underrepresented in market orientation and internet-related research. Yet, marketing-related issues represent some of the most important problems for SMEs. The purpose of this paper is to explain why SMEs use the internet in business processes and to explore the relationship between market orientation and internet usage.Design/methodology/approach - The study amalgamates the technology acceptance model, the motivation model and the integrated model of technology acceptance into one model. Hypotheses are tested with survey data from Belgian SMEs using partial least squares.Findings - One of the findings is that intrinsic and extrinsic motivation are positively significantly related to internet usage intention. No significant relationships were found between behavioural norms and perceived ease of use and between perceived ease of use and the intention to use the internet.Practical implications - Managerial implications include that SME-internet training providers should focus on methods to increase the user's perceived enjoyment (intrinsic motivation) instead of emphasizing the perceived ease of use of the internet.Originality/value - Researchers as well as practitioners have stressed the gains from implementing market-orientated strategies in firms. Together with the prominence of studies about patterns and characteristics of internet usage, this calls for studies that integrate these two streams of literature. The study shows in what way market orientation is related to the capability to use internet to a firm's long term advantage. Up till now the relationship between market orientation and internet use has hardly received attention.",
keywords = "Internet usage, SMEs, Market orientation, Technology acceptance model, Integrated model of technology acceptance, Web technology, INTRINSIC MOTIVATION, PERCEIVED USEFULNESS, USER ACCEPTANCE, ORGANIZATIONAL RESEARCH, EXTRINSIC MOTIVATION, PERFORMANCE, ADOPTION, MODELS, DETERMINANTS, COMPUTERS",
author = "Caniels, {Marjolein C. J.} and Lenaerts, {Heidi K. L.} and Gelderman, {Cees J.}",
year = "2015",
doi = "10.1108/IntR-12-2013-0266",
language = "English",
volume = "25",
pages = "358--377",
journal = "Internet Research",
issn = "1066-2243",
publisher = "Emerald Group Publishing Limited",
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}

Explaining the internet usage of SMEs The impact of market orientation, behavioural norms, motivation and technology acceptance. / Caniels, Marjolein C. J.; Lenaerts, Heidi K. L.; Gelderman, Cees J.

In: Internet Research, Vol. 25, No. 3, 2015, p. 358-377.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - Explaining the internet usage of SMEs The impact of market orientation, behavioural norms, motivation and technology acceptance

AU - Caniels, Marjolein C. J.

AU - Lenaerts, Heidi K. L.

AU - Gelderman, Cees J.

PY - 2015

Y1 - 2015

N2 - Purpose - Small to mid-sized enterprises (SMEs) are underrepresented in market orientation and internet-related research. Yet, marketing-related issues represent some of the most important problems for SMEs. The purpose of this paper is to explain why SMEs use the internet in business processes and to explore the relationship between market orientation and internet usage.Design/methodology/approach - The study amalgamates the technology acceptance model, the motivation model and the integrated model of technology acceptance into one model. Hypotheses are tested with survey data from Belgian SMEs using partial least squares.Findings - One of the findings is that intrinsic and extrinsic motivation are positively significantly related to internet usage intention. No significant relationships were found between behavioural norms and perceived ease of use and between perceived ease of use and the intention to use the internet.Practical implications - Managerial implications include that SME-internet training providers should focus on methods to increase the user's perceived enjoyment (intrinsic motivation) instead of emphasizing the perceived ease of use of the internet.Originality/value - Researchers as well as practitioners have stressed the gains from implementing market-orientated strategies in firms. Together with the prominence of studies about patterns and characteristics of internet usage, this calls for studies that integrate these two streams of literature. The study shows in what way market orientation is related to the capability to use internet to a firm's long term advantage. Up till now the relationship between market orientation and internet use has hardly received attention.

AB - Purpose - Small to mid-sized enterprises (SMEs) are underrepresented in market orientation and internet-related research. Yet, marketing-related issues represent some of the most important problems for SMEs. The purpose of this paper is to explain why SMEs use the internet in business processes and to explore the relationship between market orientation and internet usage.Design/methodology/approach - The study amalgamates the technology acceptance model, the motivation model and the integrated model of technology acceptance into one model. Hypotheses are tested with survey data from Belgian SMEs using partial least squares.Findings - One of the findings is that intrinsic and extrinsic motivation are positively significantly related to internet usage intention. No significant relationships were found between behavioural norms and perceived ease of use and between perceived ease of use and the intention to use the internet.Practical implications - Managerial implications include that SME-internet training providers should focus on methods to increase the user's perceived enjoyment (intrinsic motivation) instead of emphasizing the perceived ease of use of the internet.Originality/value - Researchers as well as practitioners have stressed the gains from implementing market-orientated strategies in firms. Together with the prominence of studies about patterns and characteristics of internet usage, this calls for studies that integrate these two streams of literature. The study shows in what way market orientation is related to the capability to use internet to a firm's long term advantage. Up till now the relationship between market orientation and internet use has hardly received attention.

KW - Internet usage

KW - SMEs

KW - Market orientation

KW - Technology acceptance model

KW - Integrated model of technology acceptance

KW - Web technology

KW - INTRINSIC MOTIVATION

KW - PERCEIVED USEFULNESS

KW - USER ACCEPTANCE

KW - ORGANIZATIONAL RESEARCH

KW - EXTRINSIC MOTIVATION

KW - PERFORMANCE

KW - ADOPTION

KW - MODELS

KW - DETERMINANTS

KW - COMPUTERS

U2 - 10.1108/IntR-12-2013-0266

DO - 10.1108/IntR-12-2013-0266

M3 - Article

VL - 25

SP - 358

EP - 377

JO - Internet Research

JF - Internet Research

SN - 1066-2243

IS - 3

ER -