AN EMPIRICAL ANALYSIS INVESTIGATING THE ADOPTION OF E-COMMERCE IN LIBYAN SMALL-MEDIUM ENTERPRISES

Abstract

The research aim is to investigate behavioural intention of customers for e-commerce usage provided by the small and medium enterprises (SMEs). The main challenge of the SMEs is to increase retention of customers by increasing their technology usage. A number performance problem in e-commerce stemmed customer's choice of websites in meeting their transaction requirements. This becomes necessary in this study in order to improve business transaction via-commerce website which is fast, convenient and cheap. User's perception explains the intention to transact business online. This study followed the quantitative method and the sample frame contained of 296 questionnaires and the data was analysed using SEM. The finding of the study indicated that by allowing people to transact business online and make payment requiring personal information and account information of customers. This contribution of the current piece of research is a development of a new framework of e-commerce usage involving the factors related to trustworthiness and empirically validates by self-administered survey questionnaire amongst customers in Libya having experience of e-commerce usage provided by the enterprises.