B2B E-Commerce Adoption And Its Influence On Performance In Manufacturing Companies In Iran: Mediating Role Of B2b E-Commerce Adoption And Moderating Role Of Organizational Culture
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Date
2016-04
Authors
Masoumeh, Mohtaramzadeh
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
In business, electronic commerce (B2B E-commerce) is known as an
important tool that assists to increase performance in organizations. In this regard,
the global B2B E-commerce adoption is increasing fast, and this new phenomenon is
not at same speed of growth in Iran. After two decade of emerging B2B E-commerce
systems, manufacturing companies in Iran are still struggling with the integrated
B2B E-commerce systems adoption. Although past researches have studied factors
influencing technology adoption, there are still critical issues that have not been
thoroughly investigated and need to be addressed. They include: (1) the findings of
previous studies on factors influence B2B E-commerce adoption has been mixed.
Thus, there is a need for more research to investigate the potential moderators in the
processes of firm is experiencing, interpreting, and managing internal and external
influential factors. (2) Previous researchers have neglected the study of firm
performance as antecedent of adopting B2B E-commerce adoption systems. (3)
Almost 86% of manufacturing companies in Iran belonged to category of SMEs. It
has been acknowledged that SMEs found technology difficult to adopt due to
resource constraints. Thus, the aim of this research is to fills theses gaps by identify
the factors influencing B2B E-commerce systems and its influence on company
performance in Iran. Organizational culture has been applied to understand the
moderating effect between influential factors and B2B E-commerce adoption. Based
on the Technology Organization Environment (TOE) theory, an integrated research model was developed to explain the relative influence of nine known determinants.
Data was collected through survey from 320 Iranian manufacturing companies.
Partial Least Squares-Structural Equation Modeling (PLS-SEM) has been applied to
analyze the data, assess the measurement and structural model and to test the
hypotheses. Based on the findings, manufacturing companies in Iran are not
technologically savvy and they are still applying common technologies such as email
and web page. The path analysis results demonstrated that (1) Cost of adoption, top
management support, competitive pressure and government support are the main
determinants of B2B E-commerce adoption in manufacturing companies in Iran, (2)
B2B E-commerce adoption has a strong positive relationship with companies’
performance, (3) B2B E-commerce adoption mediates the relationships between top
management support and government support for company performance, (4)
Organizational culture significantly moderates the relationships between top
management support and B2B E-commerce adoption. The findings of the research
show substantial insight on influential factors that could increase level of adoption by
using B2B E-commerce system. It also provides managers with a richer
understanding of the conditions under which B2B E-commerce adoption leads to
superior performance. Briefly, the integration of the research model provided a
comprehensive explanation for B2B E-commerce adoption in organization. The
adoption of B2B E-commerce could serve as a base for future research in other
emerging technology adoptions in organizations.
Description
Keywords
Business-to-Business Electronic commerce