Further, the respondents are grouped into "e-name keener" and "e-name indifferent" and assessed their phases of e-commerce.
When these digital market-driven characteristics are used extensively, a strong e-name or brand equity can be generated.
As the table 9 shows, there is no significant different of the time of adoption between "e-name keener" and "e-name indifferent".
Conversely, H15 that states "e-name keeners" would perform better than "e-name indifferent" is supported.
The results of these non-parametric tests again fail to support hypotheses that "early adopters" perform well than "late adopters", while "e-name keeners" are found to perform well than "e-name indifferent".