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Factors in B2B e-Commerce Marketing Channel Adoption - A Case Study

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Rogers, Mikael
dc.date.accessioned 2012-06-02T01:30:42Z
dc.date.available 2012-06-02T01:30:42Z
dc.date.issued 2012
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/3539
dc.description.abstract 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. en
dc.format.extent 79
dc.language.iso en en
dc.title Factors in B2B e-Commerce Marketing Channel Adoption - A Case Study en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword electronic commerce
dc.subject.keyword marketing channel
dc.subject.keyword online retailing
dc.subject.keyword construction industry
dc.identifier.urn URN:NBN:fi:aalto-201206031738
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon e-business
dc.subject.helecon e-business
dc.subject.helecon verkkokauppa
dc.subject.helecon electronic commerce
dc.subject.helecon internet
dc.subject.helecon internet
dc.subject.helecon rakennusteollisuus
dc.subject.helecon construction industry
dc.ethesisid 12812
dc.date.dateaccepted 2012-04-13
dc.location P1 I
local.aalto.openaccess no
local.aalto.idthes 12812

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