E-COMMERCE ADOPTION IN PENINSULAR MALAYSIA: PERCEIVED STRATEGIC VALUE AS MODERATOR IN THE RELATIONSHIP BETWEEN PERCEIVED BARRIERS, ORGANIZATION READINESS AND COMPETITOR PRESSURE

This research proposed a parsimony model by combined two streams of theories: technological organizational environmental framework and perceived strategic value to seek more information to explain the e-commerce adoption phenomena in Peninsular Malaysia. Three predictor variables namely: Perceived Barriers, Organization Readiness and Competitor pressure and three moderators namely: operational support, managerial productivity, and strategic decision to investigate e-Commerce adoption. A total of 1200 survey questionnaires were sent to target audiences. After 3 months, 300 datasets were returned, and 217 datasets are useful. SmartPLS and SPSS tools used to perform data analysis. Perceived Barriers is not significant for small and medium sized enterprises. Perceived strategic value does not has any influence on small sized enterprises but it has a strong influence to medium sized enterprises to adopt e-Commerce. Three research questions used to guide for the research: (i) What is the level of e-Commerce adoption, (ii) Do perceived barriers, organization readiness and competitor pressure have relationship with e-Commerce adoption and (iii) Do perceive strategic value has moderation effects on the relationship between predictor variables and dependent variable.