ADOPTION OF E-COMMERCE STRATEGY AI\D PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN THE EASTERN PROVINCE, SRI LANKA

Abstract

The main purpose of this study is to find out the adoption of E-commerce strategy and performance of small and medium enterprises in Eastern Province, Sri Lanka. The adoption of E-commerce strategy is the independent variable and in terms of four major dimensions, such as the development of website, social media integration, customer relationship management, and internet market strategies and performance of SMEs is a dependent variable in this study. The research objectives of this study are to identify the level of adoption of E-commerce strategy (Development of website, Social media integration, Customer relationship management, and Internet marketing strategies) and Performance of SMEs, identify the relationship between the adoption of E-commerce strategy and performance of SMEs, and examine the impact of the adoption of E-commerce strategy on the performance of SMEs in Eastern Province, Sri Lanka. A univariate, bivariate, and multivariate analysis techniques used to analyze data and find the results of study objectives. The primary data were collected through a structure questionnaire from 100 owners/managers of selected small and medium enterprises in Eastern Province, Sri Lanka. The findings of this study revealed that the adoption of E-commerce strategy is at a high level and also, its dimensions are in high level small and medium enterprises in Eastern Province, Sri Lanka. Furthermore, the finding revealed that adoption of Ecommerce strategy and also, its dimensions are positively related with performance of small and medium enterprises in Eastern Province, Sri Lanka, and the adoption of Ecommerce strategy is positively impact on performance of small and medium enterprises in Eastern Province, Sri Lanka.