Predicting the organisational adoption of B2C e-commerce: an empirical study

Purpose – Using the literature on innovation research, this paper proposes to establish and empirically test a prediction model which consists of four major factors in the adoption of online retailing by organisations, namely relative advantage, competitive pressure, channel conflict and technical resource competence.Design/methodology/approach – Data collected from 140 different companies indicate strong empirical support for the model. Relevant hypotheses were derived and tested by logistic regression analysis.Findings – The results revealed that relative advantage, competitive pressure and technical resource competence have positive effects on the adoption of online retailing.Research limitations/implications – The research was conducted in Hong Kong, which may limit the generalisability of the findings.Practical implications – While many studies contribute to an understanding of behaviours of the online market from a consumer perspective, there are few concrete investigations of the organisational vie...

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