Abstract
Applying the institutional theory perspective, the objective of this study is to analyse the effect that isomorphic pressures have on web technology adoption in an international sample from Europe and North America. This study jointly considers the speed and the level of web as integrators of the adoption dimension. Our results suggest that the higher the isomorphic pressures the higher the level and speed of web technology adoption. We also found that normative pressures exert the strongest influence on these processes.
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