The driving forces of internet adoption: An empirical examination from the Portuguese non‐profit sector

This study aims to analyse the driving forces that either favour or inhibit internet adoption by organisations operating in the non‐profit sector.

Following a quantitative methodological approach, a national survey was applied to a sample of 392 Portuguese non‐profit organisations to empirically test the proposed conceptual model. Logistic regression, which enables to test models to predict categorical outcomes with two categories was used to analyse the data.

Findings drawn from this study identify key factors that facilitate or inhibit internet adoption by non‐profit organisations. The internet is perceived as a potential tool for the dissemination of social values and programs of action, the improvement of public image, the enhancement of customer satisfaction, and the improvement of service delivery. By contrast, lack of expertise and start‐up costs have been identified as the most significant inhibitors. In addition, size, age and international affiliation are shown as important internet adoption facilitators.

This study offers the opportunity to rethink existing policies and to set forth specific measures that can be designed to encourage and foster the use of the internet by non‐profit organisations.

The relevance of this study is set against a lack of consistent, detailed research on the factors determining internet adoption within the context of the non‐profit sector.