Factors influencing use of e-commerce services of online access centres by Tasmanian micro businesses

The purpose of this research study was to investigate the success of Online Access Centres in attracting micro business operators in their local communities to adopt online technologies. To answer the research question, a quantitative research approach was adopted, which involved the utilisation of a self-administered web-based questionnaire. Due to the many barriers to the uptake of e-commerce small businesses are facing, small businesses in rural Tasmania (especially micro-sized) can benefit from the services of Online Access Centres (OACs). Online Access Centres run general awareness and educational programs and affordable web development and hosting services to address the common barriers to the uptake of e-commerce facing small businesses such as lack of awareness and fear of setup and management fees. Different industry sectors' usage of Online Centres and facilities reflects certain characteristics of industries that have heavier reliance on information than other industry sectors and are more likely to benefit from online technologies. The extent to which centres are able to encourage small businesses to adopt online technologies depends on the adequacy of OACs resources and facilities and the marketing approach (strategies) of OACs.