Factors That Influence the Adoption of the Internet Market

인터넷 상거래시장 진출결정에 영향을 주는 요인에 관한 연구

A great number of companies are currently examining the opportunities made available through the internet. This research aims to identify the factors that influence the adoption of the internet market. The innovation-IT-diffusion theory provide the theoretical foundation for this study. Seven factors were found to influence the adoption level of the internet market. They are top management support, cost efficiency, inclination toward new technology, absorptive capacity, institutional support, competitors move and customer pressure. Nonparametric test was used to test hypotheses. The results shows that top management support is the most important factor, and institutional support is not related to the adoption of the internet market.