نقش اعتماد در تجارت الکترونیک کسب و کار به کسب و کار
Abstract
1- Introduction
2- Background
3- Methodology
4- Measurements
5- Data analysis
6- Discussion
7- Research implications
8- Limitations and future research
Appendix 1. Measurement items
References
Abstract
This paper revisited the role of trust in Business to Business Electronic Commerce (B2B EC) settings in Jordan, using an alternative view on trust suggesting that this variable has a moderating effect rather than having a direct impact on the intentions of firms to adopt B2B EC. An interactionist model among trust and technological, organizational, and environmental factors was developed. A survey of 239 supply chain managers in Jordan was used to test the proposed model. Analyzed data shows that the moderating impact of trust was significant in one path, which was perceived desirability (stemming from the diffusion of innovation theory and representing the technological view). Trust did not moderate the impacts of organizational and environmental variables. The findings provided insights into how existing relationships between trading partners may not be flexible enough to absorb new technology. In a context in which trust beliefs are well established and critical such as Jordan, the flexibility of firms in responding to adoption motivations may be hampered rather than enabled.
Introduction
As many national economies have become increasingly interdependent through global trade, Business to Business Electronic Commerce (B2B EC) has become an important issue for both developed and developing countries. B2B EC manifests itself as Internet-based technologies that mediate and facilitate transactions between buyers and sellers (trading partners) locally and around the world (Alsaad, Mohamad, & Ismail, 2015; Sila, 2015). While B2B EC technologies promise to link trading partners in an effective manner, many firms have been reluctant to adopt and use these technologies, mainly because of the various risks associated with conducting transactions through them. Existing literature suggests that a lack of trust between trading partners has frequently prevented trading partners from transacting using B2B EC technologies (Hart & Saunders, 1997; Son, Tu, & Benbasat, 2006; Teo, Lin, & Lai, 2009). Much of the research investigating the role of trust is based on the premise that trust beliefs about a trading partner mitigate the uncertainties related to vulnerabilities such as information sharing, opportunistic behaviors, imbalance of power, and conflicts. Thus, a higher level of trust about a specific trading partner is posited to increase the likelihood of potential adopters to take risks inherent in adopting B2B EC, and thus greater trust facilitates the adoption of B2B EC (Chong & Bai, 2014; Hart & Saunders, 1997; Pan, 2013; Son et al., 2006). Although this trust proposition is widespread in the adoption literature, the cumulative empirical evidence suggests that the motivational role of trust on the adoption of B2B EC is less pronounced, see for example (AlHakim, Abdullah, & Ng, 2012; Chong & Bai, 2014; Hart & Saunders, 1998; Huang, Janz, & Frolick, 2008; Saunders & Clark, 1992; Sila, 2010, 2013).