E‐commerce usage and business performance in the Malaysian tourism sector: empirical analysis

Intan Salwani, Mohamed; Marthandan, Govindan; Daud Norzaidi, Mohd; Choy Chong, Siong

doi:10.1108/09685220910964027

Cited by 205Technology Adoption and User BehaviourDigital Innovation in IndustriesE-commerce and Technology Innovations

E‐commerce usage and business performance in the Malaysian tourism sector: empirical analysis

Intan Salwani, Mohamed, Marthandan, Govindan, Daud Norzaidi, Mohd, Choy Chong, Siong·2009·Information Management & Computer Security

DOI 10.1108/09685220910964027

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Abstract

Purpose Based upon the E‐VALUE model developed, this paper aims to investigate the impact of e‐commerce usage on business performance in the tourism sector. Design/methodology/approach A cross‐sectional survey is carried out on 165 Malaysian firms involved in the tourism sector (hotels, resorts, and hospitals engaged in health tourism) through the use of a structured questionnaire. Findings The structural equation modeling results indicate that technology competency, firm size, firm scope, web‐technology investment, pressure intensity, and back‐end usage have significant influence on e‐commerce usage. Among these variables, back‐end integration is found to function as a mediator. E‐commerce experience (in years) is found to moderate the relationship between e‐commerce usage and business performance. Research limitations/implications The paper focuses on the tourism sector in Malaysia and concentrates only on the management perspective of e‐commerce adoption. Practical implications The results provide insights to the Malaysian tourism sector and other organizations of similar structures of how they could improve upon their e‐commerce adoption and/or usage for improved business performance. Originality/value This paper is perhaps one of the first to investigate e‐commerce usage in the tourism sector using a comprehensive set of variables through an interactive, comprehensive and multi‐dimensional theoretical model (the E‐VALUE model) in investigating their influences on busines…

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Davis proposed TAM in which user motivation can be driven by three factors: perceived ease of use, perceived usefulness, and attitude towards using the system.
“Davis, who counted on preceding work done by [3] continue amend his model and propose the Technology Acceptance Model in which he advises that user motivation can be driven by three factors:”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [3]
TOE is a popular framework for three stimuli that influence organizational adoption: technology, organization, and environment.
“Likewise, the T-O-E framework is a popular framework for three stimuli that influence organizational adoption namely technology, organization, and environment.”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [4]
Organizational adoption is based on technology, organisation, and environment.
“Upon decision making three key elements environmental, organisational and technological needs to be factored in, and organizational adoption is based on technology, organisation, and environment [4].”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [4]
The strength of an organisation is determined by both internal and external elements: environment, organisation size, and organisation strategy.
“According to [3] the strength of a organisation is determined by both internal and external elements which can be described as environment, organisation size, and organisation strategy.”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [3]
There are few investigations at the individual level on IT appropriation.
“Broad literature on Information Technology (IT) appropriation demonstrates that there are a few investigations at the individual level [4].”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [4]

Peer influence was combined with TAM in 2002 by [3,7].
“Peer influence was then combined with TAM in 2002 by [3,7].”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [3]
T-O-E Framework was developed by [6] for organisational adoption based on the Contingency Theory of Organisations.
“As per [4], T-O-E Framework was developed by [6] for organisational adoption based on the Contingency Theory of Organisations.”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [4]
Environmental context is an area where the company targets business operations like government incentives and regulations.
“Environmental context is an area where the company targets business operations like government incentives and regulations [4].”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [4]
Organisational context comprises organisation scope, organisation size, and legislative belief.
“In [4], the author states that organisational context comprises of organisation scope, organisation size, and legislative belief.”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [4]
The most important variables of organisational context include financial resources, firm structure, organisational slack, innovation capacity, knowledge capability, operational capability, strategic use of technology, trust, technological resources, top management support, support for innovation, quality of human capital, organisational knowledge accumulation, expertise and infrastructure, and org
“As per [1-3, 9, 12, 18, 22, 32, 33, 35] the most important variables of organisational context includes “financial resources, firm structure, organisational slack, innovation capacity, knowledge capability, operational capability, strategic use of technology, trust, technological resources, top management support, support for innovation, quality of human capital, organisational knowledge”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [3]
The framework proposes that an organisation should be consistent with its surroundings and environmental needs and its strength is determined by both internal and external factors like environment, organisation size, and organisation strategy.
“The framework proposes that an organisation should be consistent with its surroundings and environmental needs and its strength is determined by both internal and external factors like environment, organisation size, and organisation strategy [3].”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [3]
Other variables like sociological variables, cognitive variables, technology readiness, ability to leverage IT investment through different channels, professionals' experience and skills, managerial capabilities of change management, security concerns, government promotion and factors salient to the country context such as government policy/regulation, technology infrastructure, and culture arene
“For this reason as by [9,35] and [3,12,24,32,36] other variables like sociological variables, cognitive variables, technology readiness, ability to leverage IT investment through different channels professionals' experience and skills, managerial capabilities of change management, security concerns, government promotion and factors salient to the country context such as government policy/reg”
From A Review on TAM and TOE Framework Progression and How These Models Integrate (2021) · cites this paper as [3]
T-O-E framework provides a more holistic insight into adoption challenges and adoption factors, value-chain activities, adoption processes and implementation, post-adoption, and development of capabilities using the technology.
“T-O-E provides a more holistic insight (without minding size and industry constraints) into adoption challenges and adoption factors, value-chain activities, adoption processes and implementation, post-adoption, and development of capabilities using the technology.”
From Using T-O-E theoretical framework to study the adoption of ERP solution (2016) · cites this paper as Salwani et al., 2009

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“Unlike most other frameworks, scholars (Salwani et al., 2009; Wang et al., 2010; Wen & Chen, 2010) opine that T-O-E provides Page 6 of 23 a more holistic insight (without minding size and industry constraints) into adoption challenges and adoption factors, value-chain activities, adoption processes…”
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Authors: Intan Salwani, M., Marthandan, G., Daud Norzaidi, M., & Choy Chong, S.
Affiliations: Multimedia University (MY)
ORCID: Marthandan, Govindan
Venue: Information Management & Computer Security
Publisher: Emerald
Published: 2009-06-05
Volume: 17
Issue: 2
Pages: 166-185
ISSN: 0968-5227 (ISSN-L)
DOI: 10.1108/09685220910964027
OpenAlex: W2163084508
Cited by: 202
References: 78
Citations by year: 2026: 3 · 2025: 11 · 2024: 11 · 2023: 20 · 2022: 20 · 2021: 17 · 2020: 21 · 2019: 14 · 2018: 9 · 2017: 14 · 2016: 15 · 2015: 12 · 2014: 13 · 2013: 4 · 2012: 8
FWCI: 13.06
Type: journal article
Language: en
Open access: closed
Licence: www.emerald.com/insight/site-policies (tdm)
Locations: Information Management & Computer Security (publishedVersion)
Topics: Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Digital Innovation in Industries
Social Sciences › Business, Management and Accounting › Business and International Management › E-commerce and Technology Innovations
Keywords: e-commerce adoption, firm performance, tourism industry, technological competence, firm size, firm scope, pressure intensity, hotels, medical tourism

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E‐commerce usage and business performance in the Malaysian tourism sector: empirical analysis

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