Gender and E-Commerce Adoption Barriers

Previous research has shown that gender plays a role in the use of information technology by small businesses and that differences exist between the ways in which male and female small business owners/managers perceive information technology, including e-commerce. However, our understanding of whether gender is important in relation to e-commerce adoption barriers is limited. This chapter examines whether differences exist in how male and female owners/managers of small businesses in regional areas in Sweden and Australia perceive e-commerce adoption barriers. The results of a survey of more than 450 small businesses are presented and indicate that, although both male and female owners/managers agree on the key reasons for not adopting e-commerce, they assign different priorities these reasons. In Sweden, male owner/managers are more concerned about the technical complexities of implementing e-commerce, while females assign a higher importance to the unsuitability of e-commerce. In Australia the situation is reverse. The results have implications for e-commerce adoption programs and initiatives.