Antecedents and consequences of e-business use for European retailers

Purpose – The purpose of this paper is to contribute to the discussion related to the antecedents of the extent of e‐business use and the effect of this level on changing strategy, management and marketing.Design/methodology/approach – The authors use data from 691 retailers in seven European countries. Information is obtained from the survey of the “e‐Business W@tch”. Data analysis was performed using biprobit estimation. The sample is divided into two groups depending on the level of e‐commerce of the countries.Findings – Results suggest that the e‐business use implies changes in the firm's strategy, management and marketing in all the countries studied. Differences between the two groups of countries are minimal. The main factors that influence the level of e‐business use are IT expertise and perceived benefits.Research limitations/implications – The limitations are related to the nature of the data and concretely the main limitation lies in the consequences construct. The data provided are very genera...

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