doiSerbia

Investigation of moderator factors in e-business adoption: A quantitative meta-analysis of moderating effects on the drivers of intention and behavior

Šumak Boštjan (University of Maribor, Faculty of Electrical Engineering and Computer Science, Maribor, Slovenia)
Heričko Marjan (University of Maribor, Faculty of Electrical Engineering and Computer Science, Maribor, Slovenia)
Budimac Zoran (Faculty of Sciences, Novi Sad)
Pušnik Maja (University of Maribor, Faculty of Electrical Engineering and Computer Science, Maribor, Slovenia)

E-business technology is becoming one of the most important global markets where e-business solutions will have to adapt to new technologies. The main objective in this study was to synthesize existing knowledge in the field of e-business technology acceptance and to understand differences in Technology Acceptance Model (TAM) related causal effect sizes for different e-business contexts. A quantitative meta-analysis of existing empirical research about factors affecting e-business adoption was conducted using 89 published papers that provided empirical data about causal relationships. A moderator analysis was carried out to investigate the moderating effect of four factors: consumer type, device type, continent and respondent type. The results of the study showed a moderating effect for all four proposed factors in almost all TAM-related causal paths. The study also showed that TAM is the most common theory being applied in e-business adoption research.

Keywords: e-business acceptance, meta-analysis, moderator factors analysis, TAM, UTAUT, B2C, B2B