The government's role in raising awareness towards e ...

Proceedings of the 15th European Conference on eGovernment 2015: ECEG 2015 Academic Conferences Limited

The government’s role in raising awareness towards e-commerce adoption: the case of Jordan

Husam Yaseen, Kate Dingley, Carl Adams School of computing, University of Portsmouth, Portsmouth [email protected] [email protected] [email protected]

Abstract Government initiatives play a major role in e-commerce adoption having the potential to make a positive contribution to e-commerce development or, more negatively, to place barriers in the way. Researchers have already tried to address certain barriers to e-commerce in Jordan; however, some of the challenges cannot be addressed without the government’s support. This study develops and applies a novel research method to examine e-commerce activities and awareness by analysing relevant articles from a national newspaper (1281 articles). The articles were categorised and analysed into themes and reportage of e-commerce in Jordan. The newspaper provides a window on e-commerce activities and the perceived importance of the facilitators of ecommerce in Jordan. The study revealed that while businesses are aware of e-commerce, and there appears to be a desire to conduct e-commerce, there are limited initiatives for raising awareness about the use of ecommerce among citizens. Although there is growing use of social media for leisure, citizens have yet to transfer their online time to e-commerce activities. The reasons for this may be that there is currently little consumer protection for online shoppers, and there is the issue of credit in a Middle Eastern culture, where cash on delivery is still a major payment method. Clearly, cash on delivery limits transactions to a local area, while a major advantage of e-commerce is its global reach. Literature shows that trust is one of the key factors in establishing and maintaining customer relationships, but the study found only 7 articles that addressed this aspect. The articles also showed that although a temporary law was drafted in 2001, the pace of e-commerce overtook the legislation and new clauses were necessary. However, the e-transaction law which was to replace the 2001 legislation, has been delayed through both legal processes and setbacks. The government could take advantage of social media, the press, training and education, and advertising campaigns to increase citizen awareness of ecommerce, but a legal framework that gives consumer protection may be a more important first step in setting out an e-commerce framework and transaction space. Keywords: E-government, Jordan, Awareness, E-commerce adoption, Trust, Citizens

1.

Introduction

Many researchers have tried to address certain barriers in Jordanian e-commerce, however, the literature does not show a complete picture of e-commerce adoption. Al-Debei and Shannak (2005) conducted a study to capture the current state of e-commerce in Jordan, however, this study is outdated. Moreover, with the sudden growth of e-commerce in Jordan, there are new challenges, and previous ones that have not been investigated in detail. Government initiatives play an important role in e-commerce adoption (Papazafeiropoulou and Pouloudi, 2000). The Government has the potential to make a positive contribution to e-commerce development or more negatively to place barriers in the way (Blakeley et al. 2001). Studies show that some of the e-commerce challenges cannot be addressed without the government’s support e.g. law (Papazafeiropoulou and Pouloudi, 2000; Simpson and Docherty, 2004; Scholl et al. 2009; Zaied, 2012; Alrawabdeh, 2014; Halaweh, 2011).

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There is limited data on the amount of e-commerce activity in Jordan and no consistent database. There is a need for a new metric of e-commerce activities to inform government policies and legislation. Identifying the current state of e-commerce in Jordan, and the knowledge of current challenges and limitations provides the government with a starting point to enhance e-commerce adoption. To address the problem of lack of resources and information available in the research, a new methodology has been proposed. The methodology undertaken for this research is outlined in section 2. The findings found through the methodology and discussion is presented in section 3. Section 4, highlights the government’s role towards ecommerce adoption and the law’s status and impact on e-commerce. The conclusions are presented in section 5. Lastly, recommendations and future research is outlined in section 6 2.

Methodology:

The methodology developed for this research paper is based on secondary data which aims to capture ecommerce items from a national newspaper (The Jordanian Times). The newspaper provides a window on ecommerce activities and the perceived importance of the facilitators of e-commerce in Jordan. This provides a novel method to capture one metric of both e-commerce activities and a state of awareness of e-commerce. It also considered as a major source in reflecting public issues (Collins et al., 2006). Though, secondary research has several disadvantages, such as it does not include any primary data. The nature of the study is descriptive (Laudon and Traver, 2009). This study has been uniquely conducted by examining 1281 relevant articles to categorise and analyse the themes and reportage of e-commerce in Jordan. The information was collected systematically. The first step in analysing the newspaper is to detect the keywords in searching for the newspaper articles Figure 1 illustrates the keywords selection process.

Brainstorming

Semi structure interview

Ranking Keywords

Computer dictionary

Figure 1: Keywords selection process The brainstorming activity involved 10 international researchers in the field of computing. The participants were asked to provide 10 keywords that in their opinion might capture the full picture of e-commerce growth using a newspaper website. In order to be more precise and concrete in the selection, a semi structured interview was conducted with the same 10 international researchers who participated in the brainstorming stage. The purpose of the interview was to get further explanation of the reasons why certain keywords were given in order to guide what should be included in the search criteria. A list of 100 keywords were gathered and analysed using the words frequency. After determining the most frequent thematic concepts, six keywords (Online, E-commerce, Shopping, Internet, E-payment, and Security) were chosen, as the most important ones. The possibility was considered of getting the most relevant results so various forms of words were used, such as both E-commerce and Electronic commerce, where the abbreviation might lead to different results as both terms are commonly used in the field. A computer dictionary was used to detect the abbreviations. The total number of newspaper articles found was 1943, from which 662 were found irrelevant and 1281 were subsequently analysed in more depth. The methodology used has several limitations. Firstly, the newspaper may not be detailed enough and only present portions of the content, due to the lack of space. It can also be selection biased due to the journalist selection of events or description biased due to their selection of contents and text. The newspaper may only receive information the companies are willing to provide, therefore, there may be missing or incorrect information (Öberg, Fors & Dahlin, 2006).

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Another limitation is in the method and selected strategies adopted in this study necessitated that all relevant articles were analysed from one source; this must be considered as a limitation as well as being of some benefit. Future work will include other sources such as electronic magazine and social media forums, as well as academic sources. 3.

Findings and analysis

After inputting the keywords to search for the articles, we found that certain topics appear most frequent. These topics are all related to e-commerce. The newspaper analysis showed that most of the articles about ecommerce activity were dated post 2009. Figure 2 illustrates the different topics in 4-6 year scale showing e-commerce growth. Based on Figure 2 findings, an investigation of e-commerce growth for the years post 2009 was done. The articles were divided from years 2009-2011 and 2012-2014. As a result, the majority of the articles found were between years 20122014. Hence the majority of the e-commerce growth being in the last two years. The articles distribution is presented in Figure 3.

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144 108 94

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Figure 2: E-commerce growth according to 4-6 year scales

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Figure 3: E-commerce growth according to a 3 year scales

Due to the similarity and closeness of topics, some of these topics were classified into two themes: Challenges and Opportunities. For the purpose of this paper only, some of the topic were included, however the rest of the topics will be investigated into more detail in the future. Table 1 illustrates the classified themes.

Table 1: Themes of e-commerce Challenges Security Trust Inappropriate training Awareness Law

Opportunities Social media Media Education

There are many challenges in e-commerce, however for this paper we focus on challenges that could be addressed through the government’s support. The opportunities are factors that enhance e-commerce adoption. Both these themes depend partially or completely on the government. The nature of e-commerce topics are interlinked, therefore it is quite challenging to address each aspect separately as topics are influenced by each other. Figure 4 illustrates the relationships between e-commerce topics that are identified based on the authors own interpretation from the analysis of the newspaper and previous research studies.

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Figure 4: Relationships between e-commerce factors

Trust appears to be a significant factor that effects purchase intention (Zhou, 2012), customer satisfaction (Lu et al., 2012) and loyalty (Valvi and West, 2013). Additionally, the law affects the level of trust as the law provides customer protection which is one the important elements in building trust (Siau and Shen, 2003). Therefore, the role of government is mandatory to set these laws. Furthermore, e-commerce awareness influences trust. Awareness is an important element in Jordanian e-commerce adoption as without the right knowledge ecommerce adoption cannot be achieved. Awareness could be enhanced by social media. Awareness can also increase by adopting proper training and education in schools and universities. It is the government’s role to provide training and education of e-commerce. The following section represents the role of government in more detail.

4.

Role of government towards e-commerce adoption 4.1. Drafting e-commerce law

The government is responsible for setting the e-commerce laws. Six newspaper articles showed that ecommerce laws have been delayed due to the government’s decisions and the process it takes to finalise it. Jordan is a signatory to more than fifty international agreements many of which are trade-related; therefore there must be effective laws that govern e-commerce and electronic transactions. In 2001, Jordan introduced a temporary law on e-transactions; however, Jordan was not able to provide complete legislation for regulating online commercial activities. The endorsement of electronic transaction law is only the first step that needs further work to enable the online activities in Jordan to flourish. The Jordanian government should utilise a variety of supported instruments to encourage consumers and businesses to use ecommerce without any fear (Al-Ibrahem and Tahat, 2006). Since 2005 Jordan witnessed a big shift towards e-commerce as more businesses go online and citizens start to use the internet for different purposes. As a result, the Jordanian government realised the importance of renewing the temporary law by addressing its gaps. In 2010 the Jordanian government planned to endorse an amended e-transaction draft law in order to promote and protect e-commerce. However, until this time the drafted law is still in the process of its approval by the government.

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Nowadays, many e-commerce activities and projects in Jordan such as “E-Fawateercom”, the new e-payment systems that was lunched by Central Bank of Jordan (CBJ), have been delayed due to the late re-draft of the 2010 e-transaction law. The reason behind the delay is because the drafted law has to follow long processes between different sectors within the government before it is signed and approved. Consequently, speeding up the endorsement of the draft electronic transactions law is crucial to encourage a strong adoption to many ecommerce activities in Jordan. Lack of e-commerce laws affects peoples’ trust in e-commerce (Siau and Shen, 2003). Moreover, without the knowledge of laws that protect consumers’ rights when purchasing online could lead to lack of e-commerce adoption (Siau and Shen, 2003). As awareness is the first step towards trust; hence the first step towards ecommerce adoption (Najafi, 2012). 4.2. Security and trust Security and trust are the foundation of e-commerce (Najafi, 2012), and many researchers have identified that the major barriers to the adoption of e-commerce relate to these dimensions (Casaló et al., 2011; Kim et al., 2010; Lai et al., 2011; Lin et al., 2011, Halaweh, 2011; Al rawabdeh et.al., 2012). Security is important to build customers’ trust and confidence in the online purchase process. Trust plays an important role in a customer’s willingness to proceed with an online transaction, and the lack of consumer trust in e-commerce can create many barriers to e-commerce i.e. preventing the transaction (or indeed the adoption of e-commerce itself) at the root. A model adopted by Najafi (2012) explains that ecommerce trust consists of four phases: unawareness; building trust; confirming trust; and maintaining trust. Ecommerce awareness is the first stage towards trust. The government role presented here is crucial to provide a secure infrastructure to facilitate the adoption of e-commerce. 4.3. E-commerce awareness Raising awareness is an important factor in e-commerce adoption. Awareness will help positively to enhance ecommerce prevalence and increase the number of internet users (Al-Khaffaf, 2013). The study about ecommerce awareness is important, because it can reduce customers’ uncertainty and concern and consequently increase consumer trust. Consumer awareness is one factor that has a major impact in e-commerce adoption. According to Hajli et al. (2012), there is a positive relationship between awareness and adoption of ecommerce. Mehrtens et al. (2001) showed that awareness of the benefits of e-commerce can increase the level of e-commerce adoption. However, the newspaper analysis shows that there is lack of awareness in Jordan. Bakri (2013) and Shkoukani et al., (2013) both show that this lack of awareness is one of the major barriers in ecommerce adoption in Jordan. Halaweh and Fidler (2008) argue that e-government increases the awareness and participation in e-commerce. Shkoukani et al. (2013) highlighted that the Jordanian government does not actively promote any awareness of the advantages and disadvantages of e-commerce. However, Shkoukani et al. (2013) pointed out the main reason that the government does not promote such awareness is because of lack of resources such as leaflets, brochures and training programs. Alkhaleefah et al. (2010) suggested building awareness and trust through training programs. Al-dalahmeh et al. (2014) highlighted that the media, newspapers, TV and radio can be used as a tool to broadcast extra knowledge and awareness regarding e-commerce in the developing countries. Promotion is another method that can be used to create citizens’ awareness towards the online services (Ziadat, 2013). Promotions can be done through social media due to its popularity in developing countries (particularly Arab countries), including Jordan (Wang and Li, 2014). There have been a few studies on e-commerce business awareness (Bakri, 2013; Halaweh and Fidler, 2008, Shkoukani et al. 2013), and it is recognised that a lack of e-business awareness (whether latent within businesses themselves or reflexive to a lack of awareness among consumers) could prevent many companies from doing business online. According to Molla and Licker (2005) organisational readiness for e-commerce includes four elements: awareness; governance; commitment; and resources. Awareness assists organisations’ understanding of the advantages and risks of ecommerce (Hajli et al., 2012). E-commerce awareness for businesses in Jordan has been fulfilled by conducting conferences and training programs (Bakri, 2013; Halaweh and Fidler, 2008). The E-commerce Information Center (EIC) in Jordan is

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responsible for executing the rolling out of the training programmes. This EIC was initiated in order to provide guidance and support for the private sector with regard to e-commerce system implementation (Halaweh and Fidler, 2008). The Electronic Business Development Activity (EBDA) was another initiative devised to increase ecommerce awareness amongst Jordanian businesses by encouraging them to utilize IT in their business activities (Halaweh and Fidler, 2008). The use of e-commerce systems by international enterprises in Jordan plays a major role in raising overall awareness and the promotion of e-commerce systems, by providing financial and technical support for private and public sectors in e-commerce systems holding the potential to fundamentally change small and medium-sized enterprises. Currently, there are no studies that have investigated the role of citizens’ awareness in e-commerce adoption. However, there are many studies that have looked into the effectiveness of citizens’ awareness towards egovernment (Al-Jaghoub et al., 2010; Alkhaleefah et al., 2010; Almarabeh and AbuAli, 2010; Al-Shboul and Alsmadi, 2010; Shannak, 2013). Awareness is not only an important factor for e-commerce, but for egovernment applications as well. According to Alkhaleefah et al. (2010), citizens’ awareness plays a role in e-readiness, which is one of the problems that face e-government programs in the developing countries such as Jordan. Almarabeh and AbuAli (2010) highlighted that citizens may face difficulties adapting to new e-government projects, and one way to overcome this is through awareness and training programs in the technical field. One example of a training program is the Mother and Child Program (M&C), which aimed to raise awareness among mothers of small children about basic ICT tools and applications to facilitate their access to e-government services. One study looked at citizens’ awareness about e-services in Brunei, they investigated the level of awareness (Jait, 2012). They explored different methods and promotional channels in increasing citizens’ awareness. They found that certain channels are more successful with some demographic factors such as age, gender, educational level. They created a framework and a model that the government can use to increase citizens’ awareness in e-services. 4.4. Social media Both social media and mainstream media play a significant role in raising awareness about e-commerce. Social media is the future of e-commerce (Hajli, 2012). Social media has a huge impact on internet users, particularly on the way they communicate and exchange information through common used sites such as Facebook, MySpace and YouTube (Swamynathan, et al., 2008). Social media is believed to be a solution for e-commerce trust and adoption (Hajli, 2012; Hajli et.al, 2012). In Jordan, although there is growing use of social media for leisure, citizens have yet to transfer their online time to e-commerce activities. The reasons for this may be that people are still not aware of the real benefits of ecommerce. Also, there is currently little consumer protection for online shoppers. The governments’ role is vital in increasing citizens’ awareness and setting laws. People can be reached very easily through social media and e-commerce opportunities can be introduced. Consequently, the government should take a step forward to utilising social media to increase the level of awareness among citizens, this will simplify the acceptance of the e-commerce concept in the future. 5.

Conclusion

A novel research method was undertaken to examine e-commerce activities and awareness by analysing relevant articles from a national newspaper. The articles were categorised and analysed into themes and reportage of e-commerce in Jordan. Most of the e-commerce growth in Jordan was found post 2009. It was observed through the analysis that e-commerce factors are dependent on each other and that the government has a major role toward e-commerce adoption in Jordan. The role of government was observed directly to affect e-commerce adoption in Jordan. It has the potential to make a positive contribution to ecommerce development or more negatively to place barriers in the way. In addition, law and trust are important matters for customers' confidence and, therefore, are important for the development of e-commerce in Jordan.

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The research reveals the significance of government initiatives in raising awareness associated with the adoption of e-commerce in Jordan. The major finding of this research confirmed that awareness is one of the crucial issues affecting the development of e-commerce in Jordan. Social media has a significant impact on enhancing awareness and acts as an intermediary element for the government to utilise to increase citizens’ awareness. However, the absence of a law providing online customers’ protection effects e-commerce adoption. From this research, it should be noted that the current low level of citizens’ awareness in e-commerce in Jordan cannot be attributed to any lack of benefits within the country. Rather, it has more to do with the special constraints that Jordan faces in this area, including limited natural resources and the impact of the Arab Spring. The research shows that companies can overcome the issue of awareness by adopting different events such as workshops, conferences, and business meetings. 6.

Recommendation and Future Research

The research has some limitations, i.e. it does not include primary data. The research results have important practical implications for government towards e-commerce in Jordan. Government and stakeholders in Jordan should better understand which factors are the key areas of e-commerce and which they should focus on in order to enhance citizens’ awareness. To validate the effectiveness of this study with the government officials, a case study could be done or the results could be confirmed by interviewing a public representative from the house of Jordanian parliament rather than getting honest personal opinions from peoples whose jobs could be at risk. For future research, factors such as the role of social media in awareness and culture of Jordanian people and laws to protect online customers could be additional studies that may be carried out to investigate in-depth offers opportunities to improve e-commerce adoption in general. References: Al rawabdeh, W., Zeglat, D., and Alzawahreh, A. (2012), The Importance of Trust and Security Issues in ECommerce Adoption in the Arab World. European Journal of Economics, Finance and Administrative Sciences. (25) pp.172-178. AL Ziadat, M., AL-Majali, M., Al Muala, A. and Khawaldeh, K. (2013). Factors Affecting University Student's Attitudes toward E-Commerce: Case of Mu'tah University. International Journal of Marketing Studies, 5(5), pp.88-93. Al-Debei, M. and Shannak, R. (2005). The current state of e-commerce in Jordan: Applicability and future prospects. Internet and Information Technology in Modern Organizations: Challenges & Answers, pp.457-488. Al-Ibrahem, M. and Tahat, H. (2006). Regulating Electronic Contracting in Jordan. 21st BILETA Conference: Globalisation and Harmonisation in Technology Law. Al-Jaghoub, S., Al-Yaseen, H. and Al-Hourani, M. (2010). Evaluation of Awareness and Acceptability of Using eGovernment Services in Developing Countries: the Case of Jordan. The Electronic Journal Information Systems Evaluation, 13(1), pp.1-8. Al-Khaffaf, M. (2013). Factors Effecting E-Commerce Prevalence in Jordan. The Macrotheme Review A multidisciplinary journal of global macro trends, 2(3), pp.66-70. Alkhaleefah, M., Alkhawaldeh, M., Venkatraman, S. and Alazab, M. (2010). Towards understanding and improving e-government strategies in Jordan. International Conference on e-Commerce, e-Business and eService, 66, pp.1871-1877. Almarabeh, T. and AbuAli, A. (2010). A General Framework for E-Government: Definition Maturity Challenges, Opportunities, and Success. European Journal of Scientific Research, 39(1), pp.29-42. Alrawabdeh, W. (2014). Environmental Factors Affecting Mobile Commerce Adoption- An Exploratory Study on the Telecommunication Firms in Jordan. International Journal of Business and Social Science, 5(8), pp.151-164. Bakri, A. (2013). An Overview of Information and Communication Technology (ICT) in Jordan: Review the Literature of Usage, Benefits and Barriers. International Journal of Internet and Distributed Systems, 1(2), pp.915. Blakeley, C. and Matsuura, J. (2001). E-GOVERNMENT: AN ENGINE TO POWER E-COMMERCE DEVELOPMENT. The Proceedings of the European Conference on e-Government.

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