Journal of Business Industrial Marketing

• Factor 1: emergent. These items are all external influences and relate predominately to the opportunities created externally to develop a web site or the fortuitous circumstances surrounding the web site development. Hence, web site development emerged as a result of these external influences, it was not planned or guided strategically but rather occurred serendipitously. It might be expected that the early majority and perhaps some early adopters would be influenced most by such factors. The initial innovators would have already adopted the technology and external influences may then make use of marketing to widen the participation to other segments providing opportunities for engagement.

• Factor 2: deliberate. These items all relate to a planned strategic effort to develop a web site that was managed and handled internally. Hence, it represents a deliberate effort to develop a web site. We would expect that the innovators and early adopters would be influenced the most by this factor.

• Factor 3: responsive. The two main items that this factor loads on are the expectations of clients, both individual and corporate, however the influence of providers also shows a moderate loading in addition to factor 1. It would appear that companies are responding to the expectations of clients (and perhaps other supply-chain members) to have a web site, hence this reflects a responsive developmental effort. We would expect the early and late majority to be influenced by this the most - as clients begin to realise that companies offer web services, they will begin to expect it to be offered more as a standard feature.

• Factor 4: me-too. The two main items loading on this factor relate to the influence of competitors and the internet boom in general, suggesting that web site development is a "me-too" reaction to the marketplace in general. Rogers (1995) suggests that the heart of the diffusion process consists of the modelling and imitation by potential adopters of their network partners who have adopted

Table V Principal components analysis results

Item

Factor 1 Emergent

Factor 2 Deliberate

Factor 3 Responsive

Factor 4 Me-too

My company was spending money on computers

0.564

The influence of a key person outside my company

0.680

Web site development services were offered by an outside company

0.712

Software became available that we could use

0.582

Developments by product providers

0.502

Strategic decisions made by my company

0.540

A specific person within my company who took the lead in web site development

0.830

The influence of a key person within my company

0.831

Individual clients expected us to have a web site

0.886

Corporate clients expected us to have a web site

0.890

Competitors were launching web sites

0.779

The internet boom in general

0.743

Eigenvalue

3.216

1.576

1.456

1.032

Percentage of variance

26.803

13.135

12.129

8.598

Cumulative percentage of variance

26.803

39.938

52.068

60.665

Notes: Kaiser-Meyer-Olkin = 0.711. Bartlett's test of sphericity: approx. chi square: 1144.044, df 66, sig. 0.000

Notes: Kaiser-Meyer-Olkin = 0.711. Bartlett's test of sphericity: approx. chi square: 1144.044, df 66, sig. 0.000

previously. Such a follower strategy would be expected from the late majority and laggards.

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