The factors which affect on the adoption of electronic commerce within the framework of new institutional theory

In today?s world which traditional trade rapidly gives place to internet-based electronic commerce; it is essential for firms to keep up with many changes occurring in the environment such as social, economic, cultural, and technological and so on. It is important to reveal the factors impacting on adoption of electronic commerce processes which increase with a high level of acceleration the number of users around the world and especially in developing economies such as Turkey because of a better understanding of benefits and costs of this process. Many theories which used in studies conducted on the adoption of innovation processes such as electronic commerce examine the individual level adoption. New institutional theory examines factors impacting on the adoption of these innovations by addressing institutional environment within the company is located. New Institutional Theory brings a different perspective that coercive, mimetic and normative pressure mechanism emerging the firm's institutional environment in which it operates and causing make isomorphousfirms with each other is effective on adoption. In study, it is used the data obtained as a result of the survey applying companies operating in Gaziantep to examine factors thatdiscussed in the context of new institutional theory and are thought to be effective on the adoption of electronic commerce. The data obtained from survey evaluated by making ?Independent Two-Group T-test" and "Multiple Regression Analysis" by means of SPSS 18.0 software. As a result of analysis, it is reached that isomorphic pressures show different impacts on the adoption of electronic commerce according to the usage and the level of adoption.