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An empirical examination of factors affecting adoption of an online direct sales channel by small and medium-sized enterprises.

机译：对影响中小企业采用在线直销渠道的因素进行实证检验。

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摘要

Building upon Rogers' Paradigm of the adoption of an Innovation by an Individual within a Social System (Rogers, 1962), this dissertation proposes a simple but robust theoretical adoption framework, which classifies innovation adoption factors into three dimensions: Decision Entity (DE: an individual or an organization), Decision Object (DO: the information technology to be adopted), and Decision Context (DC: the environment where a decision is made).;I operationalize the classification framework through an empirical investigation of critical factors underlying the adoption of the online direct sales channel (ODSC) by small and medium-sized enterprises (SMEs). Synthesizing existing studies on the adoption of e-Commerce technologies among SMEs, I propose a research model on the impact of DE, DO and DC factors on an SMEs' behavioral intention to embrace ODSC. Those factors include perceived relative advantage and perceived ease of use (DO factors), risk propensity, resource slack, and expertise in the Internet (DE factors), and perceived competitive pressure (DC factor).;I develop, validate, and administer an Internet-based survey to a sample of SMEs in the State of Ohio in the United States. Structural Equation Modeling (SEM) on an initial model and a revised model reveals that DE factors including risk propensity and resource slack, DO factors including perceived relative advantage and perceived ease of use, and a DC factor, perceived competitive pressure, significantly impact, directly or/and indirectly, SMEs' behavioral intention to embrace ODSC. Expertise (a DE factor) is found not to have any direct or indirect effect on an SME' behavioral intention to embrace ODSC.;This dissertation has several significant contributions: First, the classification model proposed in this dissertation not merely provides a simple but robust framework for categorizing extant IS adoption factors in the literature, but also provides an effective approach for identifying new factors in future IS adoption studies. Second, the ODSC Model, which is empirically tested in this dissertation, will not only enhance our knowledge of SMEs' adoption of ODSC, but also improve our understanding of the adoption and diffusion of IS innovations among SMEs in general. Finally, the findings of this study also provide useful information that may help policy-makers and business decision-makers create a favorable environment that stimulates the adoption and use of ODSC among SMEs.
机译：在罗杰斯关于社会系统中个人采用创新的范式（Rogers，1962）的基础上，本文提出了一个简单而稳健的理论采用框架，该框架将创新采用因素分为三个维度：决策实体（DE：个人或组织），决策对象（DO：要采用的信息技术）和决策上下文（DC：做出决策的环境）。；我通过对采用该技术的关键因素进行实证研究来操作分类框架中小型企业（SME）的在线直销渠道（ODSC）。综合现有有关中小企业采用电子商务技术的研究，我提出了一种研究模型，涉及DE，DO和DC因素对中小企业拥抱ODSC的行为意图的影响。这些因素包括感知的相对优势和感知的易用性（DO因子），风险倾向，资源短缺以及互联网专业知识（DE因子）和感知的竞争压力（DC因子）。；我开发，验证和管理基于互联网的调查，针对美国俄亥俄州的中小型企业样本。在初始模型和修订模型上的结构方程模型（SEM）显示，DE因子（包括风险倾向和资源松弛），DO因子（包括感知的相对优势和感知的易用性）以及DC因子，感知的竞争压力，显着影响直接或/和间接地，中小型企业采用ODSC的行为意图。发现专业知识（DE因素）对中小企业拥抱ODSC的行为意图没有任何直接或间接影响。本论文具有几个重要的贡献：首先，本文提出的分类模型不仅提供了简单而且强大的功能文献中对现有IS采用因素进行分类的框架，但也为将来IS采用研究中的新因素提供了一种有效的方法。其次，本文对ODSC模型进行了实证检验，不仅可以提高我们对中小企业采用ODSC的认识，而且可以增进我们对中小企业普遍采用信息系统创新的了解。最后，这项研究的结果还提供了有用的信息，可以帮助决策者和商业决策者创造一个有利的环境，促进在中小企业中采用和使用ODSC。

著录项

  • 作者

    Li, Xiaolin.;

  • 作者单位

    Kent State University.;

  • 授予单位 Kent State University.;
  • 学科 Business Administration Marketing.;Business Administration Management.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 142 p.
  • 总页数 142
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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