The diffusion of innovations (DOI) Theory proposed by Rogers
[55] has been widely used to explain and understand the adoption
and diffusion of technological and organizational innovations and
to predict organizational outcomes [56,57]. Rogers defined
diffusion as ‘the process by which an innovation is communicated
through channels over time among the members of a social system’
(p5). The diffusion process of innovation is a function of four
elements: innovation, communication channels, time and social
system. An innovation is defined as ‘an idea, practice, or object that is
perceived as new by an individual or other unit of adoption’ (p 12,
[49]). E-commerce has been considered to be an important