The change from old to new technologies has fundamentally changed the relationship between the consumer and the firm. This book is at the frontier of behavioural research into how these new commercial realities are borne out in practice, examining the adoption of e-commerce by small firms and the transactional phenomenon that entails access to the Internet. In analyzing the process of e-commerce adoption and why e-commerce actors behave as they do, its coverage includes the adoption of information and communication technologies (ICT) by small firms; the use of ICT applications to support marketing and sales transactions; and the factors that influence consumer's online purchasing decisions.

从旧技术到新技术的转变从根本上改变了消费者和公司之间的关系。这本书是行为研究的前沿，探讨了这些新的商业现实如何在实践中得到证实，考察了小公司采用电子商务的情况以及需要上网的交易现象。在分析采用电子商务的过程以及电子商务行为体为什么会这样做时，其涵盖范围包括小公司采用信息和通信技术；利用信息和通信技术应用支持营销和销售交易；以及影响消费者网购决策的因素。