An Expanded E-Commerce Process Model Serving E-Commerce Entrepreneurs

Abstract

In a previous study, we explored successful e-commerce small to medium-sized enterprises (SMEs) to formulate an e-commerce (electronic commerce) process model. We adopted a qualitative research method to obtain a rich description of the e-commerce process. We then interviewed 15 entrepreneurs from established SME operations. From deep analysis of this data, we were able to devise an emergent model. This study extends the original model by conducting subsequent interviews with the 15 SME entrepreneurs. Our goal was to better understand the model by exploring omitted, missing, or incomplete elements. Hence, subsequent interviews asked respondents to identify key elements of the model that may have been omitted, and if so, where do they fit in the model? Deep analysis of the subsequent data allowed us to expand the original model.