Stakeholder role in e-commerce adoption by small and medium enterprises

Previous studies explained the adoption process of e-commerce was influenced by individual acceptance and used theories such as Theory of Acceptance Model (TAM), Theory of Planned Behavior (TPB) and others. Then, a new idea emerged; if a company wants to achieve a goal, common interests are needed. The idea is known as Stakeholder Theory. This study is based on Stakeholder Theory and performed on small and medium companies that are considered by Indonesian government as pillars of the national´s economy. The stakeholders that are considered to be influential in this study are the Government, Employees, Owners, Competitors, Customers and Managers. The data analysis using Partial Least Square method showed that Competitors, Owners and Employees influence the level of e-commerce adoption in small and medium enterprises.