Document Type

Conference Proceeding

Publisher

IADIS Press

Faculty

Computing, Health and Science

School

Computer and Information Science

RAS ID

5359

Comments

This article was originally published as: Brogan, M. P., & Armstrong, L. (2007). Network engineering for C-Commerce innovation: the role of trust. Proceedings of IADIS International Conference -eCommerce 2007. (pp. 280-285). Algarve, Portugal. IADIS Press. Original article available here

Abstract

The idea that social networks play an important role in knowledge diffusion of innovation has a long pedigree in innovation theory. In his Diffusion of Innovation (DOI) theory, Rogers (1995) argued that in the information network of the organization, managerial champions and opinion leaders could affect both organizational acceptance and also the velocity of adoption of innovation. In Small to Medium Enterprise (SME) C-commerce innovation, the role of such social factors has been understood in terms of ‘embedded network structure’ (Braun, 2003) that impacts on clustering behavior. This article explores the use of quantitative Social Network Analysis (SNA) to model the nature and consequences of relations based on trust in a Small to Medium Size Tourism Enterprise (SMTE) C-commerce innovation case study context.

 
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