Objective – Amid the technological rise and late adhesion by micro and small companies, the study aims to verify the impact of institutional pressures on the perception of barriers and benefits in the adoption and maintenance of e-commerce in Brazilian MSEs. Theoretical framework – The study was developed based on the precepts of Institutional Theory, aimed at approaching institutional pressures, verifying how the orientation and adaptation of the actions taken by MSEs towards the use of e-commerce as an organizational practice occurs. Methodology – The research was carried out from a survey with 120 e-commerce managers, using a questionnaire composed of 28 statements about institutional pressures in e-commerce, perceived benefits and barriers, in addition to aspects related to adoption and e-commerce maintenance. For data analysis, structural equation modeling was applied. Results – The results demonstrate that mimetic and normative institutional pressures provide the perception of benefits and help to overcome barriers in relation to e-commerce, leading companies to adopt and improve this business modality. On the other hand, coercive pressures did not indicate an association with the perception of benefits, but mitigated the perception of barriers, suggesting that coercive pressures are motivated according to the context of the country in which they are inserted. Contributions – There is an advance in the discussion of Institutional Theory, in which it is possible to verify that institutional pressures influence MSEs to join and maintain new forms of online business. In this way, the results guide managers in the development of strategies using digital technologies as competition tools. Keywords - E-commerce; MSEs; Adoption and Maintenance; Institutional pressures; Barriers and Benefits.
If a paper is approved for publication, its copyright has to be transferred by the author(s) to the Review of Business Management – RBGN.
Accordingly, authors are REQUIRED to send RBGN a duly completed and signed Copyright Transfer Form. Please refer to the following template: [Copyright Transfer]
The conditions set out by the Copyright Transfer Form state that the Review of Business Management – RBGN owns, free of charge and permanently, the copyright of the papers it publishes. Although the authors are required to sign the Copyright Transfer Form, RBGN allows authors to hold and use their own copyright without restrictions.
The texts published by RBGN are the sole responsibility of their authors.
The review has adopted the CC-BY Creative Commons Attribution 4.0 allowing redistribution and reuse of papers on condition that the authorship is properly credited.