eThesis - Kauppakorkeakoulun sähköiset gradut

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.