The Impact of Institutional Pressures on the Use and Maintenance of E-Commerce in Brazilian Micro and Small Enterprises (MSEs)

Abstract

Purpose – The study aims to verify the impact of institutional pressures on the perception of obstacles and benefits of the adoption and maintenance of e-commerce in Brazil’s micro and small companies. Theoretical framework – The study was conducted based on the precepts of Institutional Theory, focused on the institutional pressures approach. It verified the orientation and adaptation of actions taken by MSEs towards the use of e-commerce as an organizational practice. Design/methodology/approach – The research was conducted based on a survey involving 120 managers of companies that use e-commerce. The survey was composed of 28 questions concerning institutional pressures, benefits, and obstacles perceived by managers, in addition to aspects related to the adoption and maintenance of e-commerce. Structural equation modeling was used for the data analysis. Practical & social implications of research – The outcome of this study demonstrated that institutional mimetic and normative pressures provide the perception of benefits and help overcome obstacles concerning e-commerce, which compels companies to adopt and improve this business modality. On the other hand, coercive pressures showed no association with the perception of benefits, but mitigated the perception of obstacles, which suggests that coercive pressures are motivated according to the local context they form part of. Originality/value – There is increased discussion of Institutional Theory, in which it is possible to verify that institutional pressures influence MSEs to adopt and maintain new forms of online business. Thus, the results orientate the development of strategies by management using digital technologies as tools that allow competition.