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School of Business | Department of Marketing | Marketing | 2012
Thesis number: 12812
Factors in B2B e-Commerce Marketing Channel Adoption - A Case Study
Author: Rogers, Mikael
Title: Factors in B2B e-Commerce Marketing Channel Adoption - A Case Study
Year: 2012  Language: eng
Department: Department of Marketing
Academic subject: Marketing
Index terms: markkinointi; marketing; e-business; e-business; verkkokauppa; electronic commerce; internet; internet; rakennusteollisuus; construction industry
Pages: 79
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.
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