【作者】 蔡斌；

【导师】 黄丽华；

【作者基本信息】 复旦大学 ， 管理科学与工程， 2006， 博士

【摘要】 过去已有的B2B采纳行为研究中倾向于将不同类型的B2B电子商务笼统地归为单一类型。受Dewar(1986)关于创新类型差异研究的启发，本研究猜测B2B之间的差异会造成其采纳行为影响因素的差异。若能进行区分比较研究，则将有可能为不同类型B2B电子商务的采纳行为提供更深入贴切的解释。在实际操作化中，本研究借鉴了Lee(2003)关于B2B电子商务价值生成方式的分析，将B2B电子商务划分成：基本B2B电子商务和深度B2B电子商务。由于Lee(2003)的分析中给出的依据不足，本研究不得不对其划分方法所需要的理论依据进行了重建工作。结合Dewar和Dutton(1986)的创新类型差异研究、Swanson(1994)的IS创新Tri-core模型研究、治理结构理论、竞争优势理论及变革管理理论，为Lee的划分方法建立了有效的理论依据。在鉴别B2B电子商务采纳行为的影响因素方面，尝试利用Giddens(1984)的结构化，理论调和“来自于个体理性主义假定下派生出的B2B采纳行为影响因素”和“来自于制度主义假定下派生出的影响因素”。对应于Giddens结构化理论中的结构组成要素分析、及社会整合与系统整合原理，采用“利益因素、匹配度因素、资源因素、高层支持、规范同化、人为促进”六大因素作为基本要素，对两类B2B电子商务采纳行为影响因素的显著性程度进行了深入的分析和比较。这些影响因素也完全可以与过去在人类企业间信息系统采纳行为经验研究领域中所经常使用的Tornatzky的TOE框架相适应。研究发现：对两类B2B电子商务采纳意图均显示显著影响力的因素是：直接利益因素、人为促进因素；对两类B2B电子商务采纳意图均未显示显著影响力的因素是：技术匹配度、IT能力现状；仅对基本B2B电子商务采纳意图显示显著影响力的因素是：组织匹配度、和规范同化作用；仅对深度B2B电子商务采纳意图显示显著影响力的因素是：间接利益因素、财力资源、和高层支持因素。在利益因素中，直接利益因素对两类B2B电子商务的采纳意图均显示了显著影响力，而间接利益因素仅对深度B2B电子商务的采纳意图显示了显著影响力；在规范同化作用的各种影响力来源中，对基本B2B电子商务采纳意图显示了显著影响力的是：客户群体影响力、供应商群体影响力、及竞争者群体影响力；在人为促进作用的各种影响力来源中，对两类B2B采纳行为均显示了显著影响力的是政府鼓励；人为促进因素对深度B2B电子商务采纳意图的影响力更大，行业协会影响力、强势供应商影响力对深度B2B电子商务采纳意图均显示了显著影响力。这些研究结果对B2B电子商务的采纳、推广等实践具有参考价值。更多还原

【Abstract】 This research focuses on the topic of B2B e-business adoption decision antecedents. After a comprehensive literature review, we find almost none of those existing literature on e-business adoption research seriously concerned with the problem of the influence of different e-business type on adoption behavior. Based on theories of Dewar’s broad analysis of radical and incremental innovation, Rogers’ innovation diffusion theory, Swanson’s Tri-core model, and as well as Lee’s viewpoint on two ways of e-business value creation pattern, we developed an initial dichotomy model to classify the whole e-business scenario into basic B2B and strategic B2B. Because of its powerful abstraction of the main characters of the two types of e-business innovation, easy for research operationalization, and consistent with practitioner’s perspective, this dichotomy is very useful for theoretical analysis about the different patterns of e-business adoption.Two main streams of IOS/EDI adoption research, rationalism and institutionalism, provide concrete theoretical foundation for e-business adoption research. Rationalism mainly use economic and technological oriented thinking, which regards innovation related attributes are the most important factors for predicting adoption behavior. Factors most frequently used in innovation diffusion theory are relative advantage, complexity, compatibility. Institutionalism mainly uses social structure isomorphism mechanism to explain innovation diffusion. Factors most widely used in institutional perspective are normative pressure, coercive pressure. Due to the intrinsic contradiction between rationalism and institutionalism, which have great difference in their phenomenological assumptions, they can’t easily integrate into one model. By introducing the perspective of Giddens’ Structuration Theory, Rationalism and institutionalism’s dualism problem is dissolved by the duality concept, and a holistic model emerged. Six category factors are produced by this model, including benefit, compatibility, normative force, human agency, available resource and top management support. Then these factors are examined by a survey research.Most important findings includes: expected direct benefits and human agency are significant factors for both types of B2B innovation adoption intention; technological compatibility and IT competence are all insignificant factors for both types of B2B adoption intention; organizational compatibility and normative force showsignificance only for basic B2B adoption intention; expected indirect benefits, financial resource, and top management support show significance only for the adoption intention of strategic B2B. In benefits dimension, direct benefits are important for both types of adoption intention, while indirect benefits are more important for the adoption intention of strategic B2B. For those combined as social normative force, customer-side adoption proportion, supplier-side adoption proportion and competitor sector’s adoption proportion are all important influential factors for basic B2B adoption intention. For those combined as human agency force, government support is the most important factor for adoption intention of both basic B2B and strategic B2B. As for strategic B2B, industry association coordination, key supplier’s suggestion, along with government support, show significant influence on adoption intention.The most important contribution of this research is to divide the whole B2B scenario into basic B2B and strategic B2B for adoption research. Then, through an empirical testing, we confirm the existence of the difference between basic B2B and strategic B2B with regard to the antecedents of the adoption intention, and provide rich explanation for those differences. This research also contributes to the stream of structurational research in IS field, innovatively use the Structuration Theory in B2B adoption.更多还原