Ndubisi, Nelson Oly
(2005)
Facilitators Of Internet Promotion
(E-Brochure) Adoption By Non-Profit
Organisations.
Asian Academy of Management Journal (AAMJ), 10 (1).
pp. 1-21.
ISSN 1394-2603
Abstract
Internet promotion, otherwise e-brochure (EB) or partial e-commerce adoption by nonprofit organisations denotes the use of the Internet to provide business and service
related information by academic institutions (as in the present study), non-profit
organisations, religious organisations, and government agencies to reduce their expenses
or to improve their operations and customer service. A field survey of Malaysian
universities was conducted to determine the key factors that facilitate the adoption of
non-business EB. Since EB adoption decision is a strategic one, a comprehensive list of
potential facilitators for the strategic use of information technology (IT) was derived from
extant literature and used in collecting data from 65 schools and centres in five public
universities in Kota Kinabalu and Kuala Lumpur, Malaysia. The data were factoranalysed to determine the key underlying dimensions of facilitators. On the basis of the
resulting five dimensions namely, relative advantage orientation, network orientation,
information efficiency orientation, innovativeness orientation, and competitiveness
orientation, regression analysis was done to determine the impact of the five dimensions
on non-business EB adoption.
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