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UTILIZING E-COMMERCE APPLICATIONS FOR ENHANCING BUSINESS PERFORMANCE IN TANZANIAN TOURISM SECTOR

초록/요약

The emergence of e-commerce has affected the way of doing business all over the world. Tourism which is regarded as information intensive sector is the mostly affected sector by technology revolution and its traditional trading structures have been totally changed. The adoption and use of e-commerce in tourism sector is regarded as a tool to widen market reach and improve efficiency and effectiveness of business operations. The degree of impact of e-commerce use on business performance depends on the intensity of its usage in organization’s key value-chain activities. However, the intensity of e-commerce use is influenced by technological, organizational and environmental (TOE) contextual factors. Based on TOE model and the existing literature on post-adoption use of e-commerce, a set of factors that affect the intensity of e-commerce use in Tanzanian tourism sector was identified. A survey was conducted with 181 Tanzanian tourism firms that have already adopted e-commerce and structural equation modeling (SEM) was used to analyze the data. The findings indicated that the scope of e-commerce use has a positive impact on business performance in terms of improved internal processes, competitive position, customer service delivery, overall business performance and increased customer base. The scope of e-commerce use is affected positively by pressure intensity and perceived benefits and negatively by barriers to e-commerce use. However, technology competence was found to be an unimportant factor in predicting the scope of e-commerce use as majority of tourism firms have their websites managed by the IT vendors. The findings have highlighted key areas that require immediate actions from both the government and private sector in order to promote a successful growth of e-commerce in the country. Keywords: e-commerce, tourism sector, e-commerce value, structural equation modeling

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목차

ABSTRACT i
ACKNOWLEDGEMENT ii
LIST OF TABLES vi
LIST OF FIGURES vii
LIST OF ABBREVIATIONS viii
CHAPTER 1: INTRODUCTION 1
1.1 Introduction 1
1.2 Statement of the Problem 2
1.3 Purpose of the Study 3
1.4 Significance of the Study 4
CHAPTER 2: OVERVIEW OF TOURISM AND E-COMMERCE USE IN TANZANIA 5
2.1 Tourism Contribution to Tanzanian Economy 5
2.2 E-commerce Adoption and Use in Tanzanian Tourism Sector 8
CHAPTER THREE: LITERATURE REVIEW 9
3.1 E-commerce Usage and its Impact 9
3.2 TOE Model 11
3.3 E-commerce Usage and its Determinants 12
3.4 E-commerce Impact on Business Performance 14
CHAPTER 4: METHODOLOGY 17
4.1 The Conceptual Model Hypotheses 17
4.1.1 Pressure Intensity 17
4.1.2 Perceived Benefits 17
4.1.3 Firm’s Technology Competence 18
4.1.4 Barriers to E-commerce Use 18
4.1.5 Linkage of E-commerce Use to Impact 19
4.2 Theoretical Framework 20
4.3 Measurement Model 24
4.4 Sample Selection and Data Collection 25
4.5. Data analysis and Estimation Methods 26
4.5.1 Estimation Methods 26
4.5.2 Descriptive Analysis of Sample 26
4.5.3 Reliability of Measurement Scales 27
4.5.4 Validity of Measurement Scales 28
4.5.5 Exploratory Factor Analysis (EFA) 29
4.5.6 Confirmatory Factor Analysis for Measurement Model 29
4.5.7 Confirmatory Factor Analysis for Exogenous Constructs 30
4.5.8 Confirmatory Factor Analysis (CFA) for Scope of E-commerce Use 32
4.5.9 Confirmatory Factor Analysis (CFA) for E-commerce Value 32
4.5.10 Confirmatory Factor Analysis (CFA) for Overall Measurement Model 33
4.6 Hypotheses Testing and Findings 35
4.7 Analysis of Hypotheses Testing 38
4.8 Discussion of Findings 40
CHAPTER 5: CONCLUSIONS AND FUTURE RESEARCH 43
REFERENCES 45
Appendix 1: Factor Loadings of Constructs (EFA) 49
Appendix 2: Sample Correlations Matrix 51
Appendix 3: Results for CFA for Exogenous Constructs 52
Appendix 4: Results of CFA for Scope of E-commerce Use 53
Appendix 5: Results of CFA for E-commerce Value 54
Appendix 6: Modified Overall Measurement Model 55
Appendix 7: Measurement Scale 56

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