Antecedents of e-marketing orientation in SMEs: An exploratory study

Abstract

An organizations e-marketing orientation (EMO) reflects beliefs and behaviors towards adopting e-marketing and consequently shapes involvement in cyberspace. This effort sheds more light on SMEs adoption of e-marketing through examining EMO and its antecedents in a structural model that specified EMO as a second order formative that consists of three reflective indicators. Based on a survey of SMEs in different sectors and countries, EMO philosophical and behavioral components were validated. It was also found that the degree of EMO is primarily affected by technological contexts factors such as perceived relative advantage and compatibility