Antecedents of E-Commerce Use in The Hospitality Industry: An Empirical Study in Indonesia

Nurhadi ., Umar Nimran, M. Syafi’ie Idrus, Hamidah Nayati Utami


This study aims to explain the influence of Relative Advantage, Compatibility, Organizational Readiness, Management Support and External Pressure on the Use of E-Commerce. In accordance with the purpose of research, this study used a kind of explanatory Research. The study population was  star hotels in Bali Indonesia, which already apply the technology of E-Commerce at least one year. Samples were taken using proportionate stratified random sampling. Data were collected using questionnaires, then analyzed using Structural Equation Modeling (SEM) with a method of Partial Least Square (PLS). The analysis showed that all variables have positive effect on the use of E-Commerce, but the results of t-test showed that only four variables (Relative Advantage, Organizational Readiness, Management Support and External Pressure) which have a significant effect. While the effect of Compatibility was not statistically significant. As a theoretical implications, future researchers should carefully consider 1) the longitudinal approach in data collection research, 2) using more than one respondent as key informants representing the leaders and members in each company was chosen as the unit of analysis. As a practical implication, the hotel needs to consider the readiness in the implementation of E-Commerce.

Keywords: Relative Advantage, Compatibility, Organizational Readiness, Management Support, External Pressure, E-Commerce Use

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