Critical Factors Influencing Diffusion of Interactivity Innovations on Corporate Websites


Analysis drawback: Most of the previous analysis into company websites has centered on the users' purpose of read and their perception of usability and interactivity as the 2 predominant web site characteristics, and has shown that interactivity plays an important role in customers' perceptions of, and responses to, these sites. This study explores corporate websites from a different view-that of the company-and investigates the organizational motivation to adopt new interactive features on corporate websites. Research question: What are the essential factors influencing the firm's adoption of online innovations related to interactivity on their websites? Literature review: Several dominant theories in info technology (IT) that guide most analysis on IT adoption at the firm level embody the diffusion of innovations theory (that seeks to clarify how, why, and at what rate new concepts and technology spread through cultures) and the technology, organization, and atmosphere framework (that identifies three aspects of an enterprise's context that influence the method by that it adopts and implements a technological innovation). However other research streams will contribute to the Theory of Technology Adoption at the firm level, as well as Institutional Theory (that could be a widely accepted theoretical posture that emphasizes rational myths, isomorphism, and legitimacy) and therefore the model of Iacovou et al.(that analyzes interorganizational systems' characteristics that influence corporations to adopt IT innovations). Methodology: A conceptual model with supporting propositions was tested using an online questionnaire. Data were collected from 138 corporations in Switzerland and Germany and analyzed with multiple regression analysis. Results and conclusions: Complexity, perceived benefits, prime management support, and information intensity are the drivers that play necessary roles within the diffusion of innovation related to interactivity on company websites, and support our conceptual mo- el.

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