A Unified Model of Web-Based Shopping Systems Diffusion

Although the research on electronic commerce is plentiful, there is little empirical research related to Web-Based Shopping Systems (WBSS). This is especially so in global electronic commerce circumstances. WBSS are the fastest growing segment of digital economies and are perceived as driving forces of electronic commerce in terms of global markets and digital business. Using WBSS, organizations have a new chance of their business evolving successfully as global marketers. This paper develops a unified model to assess the diffusion of WBSS. Factors that impact WBSS diffusion are identified and analyzed as the basis for empirical testing. A set of propositions is developed that allows operationalization of the model. The ultimate goal is to provide the new research insights for the academic circles and the practical guidelines for organizations wishing to undertake WBSS.