Evaluating non-business e-commerce adoption decision processes and gender roles

Non-business e-commerce adoption refers to the use of e-commerce by not-for profit organizations such as religious organizations, government agencies and academic institutions to reduce their expenses or to improve their operations and customer service. Being a new research niche in the field of e-commerce, non-business e-commerce has received very little or no research attention. This has resulted in a very poor understanding of this niche, especially with regards to its adoption facilitators and inhibitors. Based on this impetus, a field survey of Malaysian Universities was conducted to determine the key factors that facilitate non-business EC adoption as well as the role of gender differential. A comprehensive list of potential facilitators for the strategic use of information technology was derived from extant research reports and used to collect data from five public universities in Malaysia. The data were factor-analysed to determine the key underlying dimensions of facilitators. On the basis of the resulting five dimensions namely, relative advantage orientation, network orientation, information efficiency orientation, innovativeness orientation and competitiveness orientation, regression analysis was done to determine the impact of the five dimensions on adoption. Dummy variable was created for gender and applied in the regression analysis in order to estimate the moderation effect of sex typing on the relationship between the resulting dimensions and adoption. Implications of the findings are discussed.