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Establishment of Online Shops by SME Retailers and Wholesalers - A Rational Decision or Institutional Pressure?

机译：中小企业零售商和批发商建立在线商店是一个理性的决定还是机构压力？

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摘要

Online shopping is a trend in almost all retail and wholesale sectors and enjoys remarkable growth rates. Many retailers and wholesalers have introduced online sales channels in recent years or are planning to do so in the near future. SMEs (small and medium sized enterprises) are assumed to lag behind in the adoption of these modern distribution techniques. The aim of this paper is to investigate factors that influence the intention of an SME to launch an online shop - in particular, the relevance of institutional pressure. A partial least squares structural equations model is used based on the Technology Acceptance Model and is extended with elements from the neo-institutionalist approach. Drawing on a sample (n) of 864 SMEs from different sectors of retail and wholesale trade, 52.8 % of the variance of the intention to launch an online shop is explained with the proposed model. The results indicate that the perceived usefulness and mimetic and coercive isomorphism influence the intention to establish an online channel.
机译：在线购物在几乎所有零售和批发领域都是一种趋势，并且以惊人的速度增长。近年来，许多零售商和批发商已经引入了在线销售渠道，或者正计划在不久的将来这样做。假定中小型企业（中小型企业）在采用这些现代分配技术方面落后。本文的目的是调查影响中小企业开设网上商店的意图的因素，尤其是机构压力的相关性。基于技术接受模型使用了部分最小二乘结构方程模型，并使用了新制度主义方法中的元素进行了扩展。所建议的模型以来自零售和批发贸易不同部门的864家中小型企业的样本（n）为依据，解释了开网店意图的差异的52.8％。结果表明，感知的有用性以及模仿性和强制性同构影响建立在线渠道的意图。

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