Technology readiness in a B2B online retail context: an examination of antecedents and outcomes

Vize, Róisín; Coughlan, Joseph; Kennedy, Aileen and Ellis-Chadwick, Fiona (2013). Technology readiness in a B2B online retail context: an examination of antecedents and outcomes. Industrial Marketing Management, 42(6) pp. 909–918.

DOI: https://doi.org/10.1016/j.indmarman.2013.05.020

Abstract

This paper develops and empirically tests a model that examines the role of Technology Readiness (TR) in the Business-to-Business (B2B) context. The research investigates how retailers’ TR, and its antecedents, impacts their evaluation of a credence based B2B service, namely web solution service providers (WSSPs). It responds to previous research calls by extending the TR construct from the business-to-consumer (B2C) perspective that is traditional in the extant literature into the B2B domain. The findings of a survey conducted with 133 firms in the retail industry are that TR is an important contributor to the eventual achievement of service quality and satisfaction. The contributions of this study are; first it develops and validates a measure of TR in a B2B context; second it investigates the antecedents of TR in this domain, demonstrating the impact of past inexperience, industry trust and switching costs on firms’ level of technology readiness to adopt online operations; and third, it finds that service quality and satisfaction are outcomes of TR. The key management implication for WSSPs is the need to address the TR levels of existing and potential clients if they wish to deliver successful e-business solutions to them. Their clients’ TR can be better managed by making the offering more easily understood, building relational rapport, reducing risk perceptions and adopting a client centric perspective throughout the process.

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