Conference Proceedings


Aileen Kennedy
Joseph Coughlan
Roisin Vize



marketing retailer consumers internet adoption technology and innovation ireland e commerce adoption in ireland

Factors Affecting Retailer Adoption of the Internet in Ireland (2007)

Abstract To date, most of the commentary on the impact of the Internet on retailing in Ireland has been anecdotal and there is a paucity of academic empirical research examining the factors affecting Internet adoption by retailers in Ireland. The primary aims of this research are to identify the key factors perceived as being influential in determining the resultant level of adoption among traditional retailers in Ireland and to examine the extent and level of its’ adoption in the Irish retail sector. This paper represents the results from an exploratory investigation employing multiple case studies as the first of a two-stage methodology to explore the key factors influencing traditional retailers’ Internet adoption decisions. The findings suggest that retailers’ decisions to adopt online transactional websites were primarily driven by the need to extend product range, increase market access, and satisfy demand for multi-channel shopping. Their ability to increase efficiencies in communicating by blogging and discussion boards is effective in driving targeted traffic to the site. The logistical challenges of managing a hybrid retail model create difficulties in online order fulfilment particularly in relation to shipping charges and product type, which can inhibit market reach.
Collections Ireland -> TU Dublin -> College of Business
Ireland -> Dublin Institute of Technology -> Colleges
Ireland -> TU Dublin -> Conference papers
Ireland -> Dublin Institute of Technology -> Conference papers
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Ireland -> TU Dublin -> School of Marketing
Ireland -> Dublin Institute of Technology -> College of Business
Ireland -> Dublin Institute of Technology -> School of Marketing

Full list of authors on original publication

Aileen Kennedy, Joseph Coughlan, Roisin Vize

Experts in our system

Aileen Kennedy
Dublin City University
Total Publications: 32
Joseph Coughlan
Maynooth University
Total Publications: 32
Roisin Vize
TU Dublin
Total Publications: 8