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ch as Rogers have been workout to derive the definition of the Internet adoption from the technology innovativeness context. Everett M. Rogers (1995) was formulated the innovation adoption theory. The innovation adoption theory has been widely used in analyzing the adoption of the Internet (Wolcott et al, 2001), various Internet related applications (Black et al, 2001 & Polatoglu & Ekin, 2001), and software products (Karahanna et al, 1999 & Kautz & Larsen, 2000). Rogers (1995), regards the perceived new unit of adoption of an individual can be defined as an idea, practice, or object in term of innovation. Rogers (1995), also defined the adoption is a process that members of a society can communicated through certain channels over time. Schumpeter (1934, 1939 & 1942) has stated that new application of invention, discovery or new or existing knowledge as an innovation. The innovation also can be defined as the introduction and new development of knowledge derived tools, artifacts, and devices by which people extend and interact with environment (Tornatzky & Fleischer, 1990). The related technologies linked closely and innovation is a cluster of Internet adoption and banking (Rogers, 1995).

The factors influence the Internet adoption because the traditional modes of communication of the firms in the transitional markets of obtaining information on foreign markets, and communicated through business partners, customers, and distributors are costly and time consuming (Nguyen & Nguyen, 2001). According to Rogers (1983), the adoption is an alternative solution where the firm confronted with the problems. The organization's strategies, policies, and actions as well as beliefs, attitudes, and intentions lead to the adoption of IT (Leonard Barton & Deschamps, 1995). The adoption of IT for organization's continuously collecting information about target market needs and competitors capabilities and using it to create superior customer value. It is important and valuable for market orientation of an organization (Slater & Narver, 1995: 63). Organization's innovativeness on IT facilitates the market orientation so that the forming of market orientation firms could gather information on markets and environments (Han et al, 1998 & Jaworski & Kohli, 1993).

Besides, Firm creating and use knowledge influences the organizational factor in learning organization (Sinkula et al, 1997). As learning environment is creates and encourages in learning oriented firms lead to the rise of adoption and implementation of new ideas, process, and products to produce innovative capacity for the firm (Hurley & Hult, 1998). Learning and sharing of knowledge opportunities exist among members of learning oriented firms from individual level to organization level (Nonaka & Takeuchi, 1995). Slater and Naver (1995), explained that how an organization acquire, process, and use market intelligence is a question to the ability in engagement in adapting the generative learning as a key component of organization learning orientation. The leveraging of superior learning environment is the use of all resources including the behaviors that accompany market orientation (Baker & Sinkula, 1999).

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