Understanding Electronic Commerce Adoption in Bruneian SMEs: A Replication of the Application of TAM and Perceived Strategic Value Models

This paper investigates 84 small and medium business organizations in Brunei Darussalam to identify specific relationships between managers’ perceptions of the strategic value of e-commerce and the variables that may influence e-commerce. Two out of three perceived strategic value factors are significant, whereas four out of five adoption factors are a significant determinant of e-commerce. Factor analysis was applied to test the measurement model and the structured model was tested through canonical correlation. Based on the results, conclusions have been made.