The process of innovation adoption by the use of e-commerce marketing application: Case study on Indonesia small medium enterprise community

Feni Wahyuni, Irwansyah, Monika Pretty Aprilia

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

This case study associates small medium enterprise (SME) entrepreneurs’ innovation adoption process with their decision-making process in the use of e-commerce marketing application by implementing the post-positive paradigm and the qualitative approach. In-depth data are gathered to describe the process of innovation adoption by the use of ecommerce marketing applications by the SME community. The result of this study shows that the process of innovation adoption by the use ofe-commerce marketing applications on the SME community members through various stages, before deciding to accept or reject the innovation. Moreover, adopting e-commerce system requires communication process that will potentially change the users’ selling behaviour, from offline to online. The process of information dissemination is not only by face-to-face communication (as the part of the community's role) but also through online communication channels such as WhatsApp, Facebook and Instagram.

Original languageEnglish
Title of host publication2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages751-756
Number of pages6
ISBN (Electronic)9781728113227
DOIs
Publication statusPublished - 1 Feb 2019
Event4th IEEE International Conference on Computer and Communication Systems, ICCCS 2019 - Singapore, Singapore
Duration: 23 Feb 201925 Feb 2019

Publication series

Name2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019

Conference

Conference4th IEEE International Conference on Computer and Communication Systems, ICCCS 2019
CountrySingapore
CitySingapore
Period23/02/1925/02/19

Keywords

  • Adoption of innovation
  • Community
  • E-commerce
  • Small medium enterprise

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