E-Commerce Adoption at Customer Level in Jordan: an Empirical Study of Philadelphia General Supplies

E-commerce in developing countries has been studied by numerous researchers during the last decade and a number of common and culturally specific challenges have been identified.. This study considers Jordan as a case study of a developing country where E-commerce is still in its infancy. Therefore, this research work comes as a complement to previous research and an opportunity to refine E-commerce adaptation research. This research was conducted by survey distributed randomly across branches of Philadelphia General Supplies (PGS), a small and medium enterprise (SME). The key findings in this research indicated that Jordanian society is moving towards online shopping at very low rates of adoption, due to barriers including weak infrastructure throughout the country except in the capital, societal trends and culture and educational and computer literacy. This means that E-commerce in Jordan still remains an under-developed industry.