Assessing an Individual’s Propensity to Engage in E-Commerce Activities
Research on e-commerce adoption of individuals is meagre and often focused on SMEs. This study aims to bridge the gap in the literature and provide statistically sound results in the case of the Philippines. Statistics and reports produced concerning e-commerce have revealed that although the Philippine e-commerce market is proliferating, it is still lagging behind the adoption of e-commerce by other countries. With this, the study intends to analyze the relationship of variables identified through the review of related literatures to an individual’s propensity to engage in e-commerce adoption. The four (4) contexts (technological, organizational environmental, and individual) together with the social, economic, and demographic characteristics and perceived risk are the factors to be considered. To obtain results, review of multitude of related researches and e-commerce statistics reports, factor analysis, and logistic regression analysis will be performed. Political and economic implication will likewise be generated relative to the results of the analyses.