Aaltodoc publication archive (Aalto University institutional repository)
School of Business | Department of Marketing | Marketing | 2012
Thesis number: 12812
Factors in B2B e-Commerce Marketing Channel Adoption - A Case Study
|Title:||Factors in B2B e-Commerce Marketing Channel Adoption - A Case Study|
|Year:||2012 Language: eng|
|Department:||Department of Marketing|
|Index terms:||markkinointi; marketing; e-business; e-business; verkkokauppa; electronic commerce; internet; internet; rakennusteollisuus; construction industry|
|Key terms:||electronic commerce; marketing channel; online retailing; construction industry|
The objective of the study is to gain an understanding of how professional buyers perceive and utilize a direct e-commerce marketing channel provided by a global supplier. Specifically, the aim is to evaluate and distinguish the adoption factors of using an online marketing channel in an industrial retailing context from a behavioral point of view. The geographical setting of the research focused on the Finnish construction industry sector.
The methodological approach for the study is set in the format of a single case study utilizing an embedded quantitative survey. A theoretical framework has been derived through merging prior technology acceptance and adoption research. The resulting empirical data was examined by means of a structural equation model, which provided causal explanations to the posed research questions.
In a Finnish industrial context, the key factors having a positive influence on the use of an online channel were seen by buyers as its perceived usefulness and facilitating supportive conditions. Ease of use was not seen as a decisive determinant of future use. Amongst inactive online buyers, also social influence had a positive effect on future usage intentions. Thus, enhancing online channel performance requires building acceptance and support from within the broader customer community.
Master's theses are stored at Learning Centre in Otaniemi.