Factors Affecting The Owner's Intention/Continuance E-Commerce Adoption In Jordan Small And Medium Enterprises

E-commerce plays an important role in developing countries, depending on literature review, e-commerce adoption in developing countries still low compared to developed countries, and only large organizations in developing countries adopted ecommerce. The aim of this study is to investigate those factors affecting Small and Medium Enterprises (SMEs) in Jordan as developing country in adopting e-commerce. This study provides an understanding of owner intention/continuance e-commerce adoption in Jordan SMEs, the model that developed in this study is based on five variables (Compatibility, Relative advantage, Competitive pressure, Security, Organizational support) are proposed as the factors that affect SMEs in e-commerce adoption. Partial least square technique is used in this study, based on questionnaire survey of 258 SMEs in Jordan that are analyzed by Smart PLS 2.0. The result of this model showed that relative advantage, organizational support and competitive pressure are determinant factors that affect owner's intention/ continuance e-commerce adoption by SMEs in Jordan.