Factors Affecting Electronic Commerce Acceptance and Usage in Libyan ICT Organizations

Abstract

Studying how individuals accept new Informatics systems such as E-commerce is one of the main issues in information systems research. Libya needs to develop and implement E-commerce systems successfully; Libya has fallen far behind other similar states in the region with regard to internet and E-commerce uptake. Successful implementation of any system depends on its acceptance and use by potential users. This thesis investigates how managers make their decisions towards E-commerce systems. This investigation is conducted over two culturally similar countries, namely Libya and Tunisia to attempt to identify factors that differ between the two communities in terms of technology acceptance. The study is undertaken using the well-accepted Technology Acceptance model (TAM), but extends this by incorporating new factors, which have both direct and indirect influences on a managers' decision to use E-commerce technology. The thesis seeks to answer the research question “What factors affect a managers' decisions to accept and use E-commerce systems in Libyan and Tunisian companies?” This research adds more constructs to the original technology acceptance model, which are adapted from the theory of reasoned action and the theory of planned behaviour. This research adopts action research, case study and questionnaire survey methods to test the 18 hypotheses. The results confirm the value of the new extended technology acceptance model and hence represent a contribution to the literature of computer systems adoption. The contribution of this research is developing the Technology Acceptance Model and testing it on the Usage of E-commerce in Libyan and Tunisian companies, the Extended Technology Acceptance Model appropriate to E-commerce (E-COMTAM) was based on the critical analysis of the TAM, with eight additional and new items. The dissertation has seven chapters; Chapter One was the concepts of E-commerce, Chapter Two: Theoretical Literature Review of Technology Acceptance Model, the third chapter covers research aims and objectives, Chapter Four: covers the research methodology , Chapter Five research variables and hypotheses, Chapter Six: covers the data analysis and the research results. Finally, Chapter Seven is the conclusion and recommendations.