Description

This work is a study of Internet adoption amongst UK retailers. It explores the level of adoption in terms of the technical progression and extent of adoption, in terms of the range of features included in retail Web-sites. Additionally, the project explores the factors that are likely to influence the Internet adoption in the future. A multi-method research strategy was used combining qualitative and quantitative methods: an on-line survey of retail Web activities followed by in-depth interviews and finally, a postal survey. The results of the on- line survey reveal that Internet adoption varies according to retailer size and product assortment. nine critical factors are found to have a significant influence upon the retailers level of Internet adoption, including operating in an appropriate market sector and having a strategic focus. From the researcher s perspective, this study is important as it identifies many new variables and factors, and provides insights into how to devise a robust, multi- faceted methodology.