Factors Affecting The Owner’s Intention/Continuance E-Commerce Adoption In Jordan Small And Medium Enterprises Lubna A. Hussein School of Computer Sciences, Universiti Sains Malaysia, 11800 USM, Penang Malaysia lubnafatlawi@gmail.com Ahmad Suhaimi Baharudin School of Computer Sciences, Universiti Sains Malaysia, 11800 USM, Penang Malaysia asuhaimi@.usm.my Abstract—— E-commerce plays an important role in developing countries, depending on literature review, e-commerce adoption in developing countries still low compared to developed countries, and only large organizations in developing countries adopted e- commerce. The aim of this study is to investigate those factors affecting Small and Medium Enterprises (SMEs) in Jordan as developing country in adopting e-commerce. This study provides an understanding of owner intention/continuance e-commerce adoption in Jordan SMEs, the model that developed in this study is based on five variables (Compatibility, Relative advantage, Competitive pressure, Security, Organizational support) are proposed as the factors that affect SMEs in e-commerce adoption. Partial least square technique is used in this study, based on questionnaire survey of 258 SMEs in Jordan that are analyzed by Smart PLS 2.0. The result of this model showed that relative advantage, organizational support and competitive pressure are determinant factors that affect owner’s intention/ continuance e-commerce adoption by SMEs in Jordan. Keywords-component; SMEs in Jordan; Intention/Continuance to adopt; E-commerce; Technological-organizational-environmental factors I. INTRODUCTION E-commerce can be defined as “The process of buying and selling products or services using electronic data transmission via the Internet and the www” [1]. E-Commerce is widely conceived as an avenue for integrating communities and countries into the global market economy. E-commerce has changed and is still changing the way business is conducted around the world. E-commerce not only serves large businesses, but also can serve small and medium enterprises (SMEs). Globalization and rapid technological change, including the Internet and E-commerce, can bring new opportunities for SMEs. Jordan as developing country realized the importance of e-commerce. From 2007-2012 the Ministry of Information and Communications Technology in Jordan has prepared a national e-commerce strategy to mobilize the nation to develop technical and commercial capacity and to adopt e-commerce in trading goods and services between businesses and with consumers. The Government in Jordan found e-commerce is very important because of the benefits to individual organizations and the overall economy. The benefit of e-commerce, according to Government has reduced costs and improves efficiency. E-commerce leads to lower prices for goods and services by making markets more competitive. Despite this great attention of the Government, the adoption of e-commerce by SMEs is still low; also the SMEs that adopted e-commerce are at the low level of adoption. The study in [2,3] mentioned that about 90% SMEs in Jordan is using a basic internet tool (e-mail) for business activities rather than having simple website, such as presenting only information about their business and/or more advanced website with more complex activates such online payment. This makes the question as to what are the important factors that affecting e-commerce adoption by SMEs in Jordan. The answer is important as it is widely known that the SMEs in any country in the world play an important role in economic development. In Jordan as elsewhere in the world, SMEs consist the vast majority of the Jordanian enterprises. Around 98 percent of manufacturing and service sector organizations in Jordan are small and medium enterprises. SMEs make a significant contribution and a driver for economic growth and innovation for their countries [4]. Studies that focus on e- commerce adoption by SMEs in Jordan are not many found. For example [5] discussed the current situation of e-commerce in Jordan, which shows that Jordan has sufficient e-commerce infrastructure in general. The factors that had been studied were Technology telecommunication infrastructure, Institutional and governmental support, Organizations readiness and support, and Community culture. Also, [6] examined the customer company relationship effect on internet adoption in Jordanian SMEs. [7] Explained the factors that affect SMEs on Internet Based Information System (IBIS) by B2B across different sectors in SMEs. They found that organizations in the services sector have the majority of adoption than organizations working in the manufacturing sector. This study investigates these factors that affecting intention/continuance e-commerce adoption among SMEs in Jordan. International Journal of Computer Science and Information Security (IJCSIS), Vol. 14, No. 11, November 2016 75 https://sites.google.com/site/ijcsis/ ISSN 1947-5500