The adoption of web 2.0 technology in Malaysian retail-chain businesses

Motivation for this research derives from recognition that “Web 2.0” technology is being introduced and increased numbers of users. However, very little academic research has been done in reference to the phenomenon and its implications for Malaysian retail-chain businesses. This study attempts to answer three research questions; namely (1) What are the Web 2.0 technologies currently adopted by
Malaysian retail-chain businesses? (2) What are the factors that influence Malaysian retail-chain businesses toward Web 2.0 technologies adoption? and (3) What are Malaysian retail-chain businesses perceptions towards Web 2.0 technologies? The research objectives are: (1) To identify the Web 2.0 technologies currently adopted by Malaysian retail-chain businesses, (2) To identify the factors that are likely to influence the Malaysian retail-chain businesses adoption of Web 2.0 technologies, and (3) To examine Malaysian retail-chain businesses perceived importance and satisfaction towards Web 2.0 technologies currently adopted. A theoretical framework for the organizational Web 2.0 adoption was built by reviewing the literature on information systems adoption and attitude towards behaviour. Based on the literature review, variables contexts such as perceived benefits, technology, organization, and environment were identified to predict the Malaysian retail-chain adoption of Web 2.0. Using a survey method, data were collected from 185 respondents in Malaysia. The data was analysed to test on eleven hypotheses. A research framework was proposed and tested using factor analysis, multiple regression analysis and
Importance-Performance Analysis (IPA) grid techniques. Results showed that eight factors from the four contexts were found to play important role in the adoption of
Web 2.0 except technology security, inter-organizational collaboration and organizational readiness. Lastly, this study provides empirical evidence that it is important to examine the organizations perception of importance and satisfaction toward different Web 2.0 technologies.