The effects of environmental factors on B2B e-services purchase: perceived risk and convenience as mediators

Celso Augusto de Matos · Anderson Krielow

47 citations0/0 files storedJournal of Business and Industrial Marketing

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty E-commerce and Technology Innovations

Abstract

Purpose Based on the stimulus-organism-response (SOR) framework, this paper aims to analyze the influence of environmental factors (e.g. competitive pressure) on the firm’s evaluations (i.e. perceived risk and convenience) and response (intention to purchase e-services). Design/methodology/approach A model is tested with data from a survey with 430 micro- and small-sized enterprises (MSEs) in an emerging country. The following constructs were measured: external factors, data security, lack of knowledge, perceived risk, convenience and purchase intention. Company size, internet use and previous experience were control variables. Findings MSEs’ intention to purchase e-services is strongly influenced by convenience, which in turn is more affected by external factors. Perceived risk is mainly affected by lack of knowledge and data security. Overall, the model supports the mediating role of perceived risk and convenience in the relationship between Stimuli factors (external factors, data security and lack of knowledge) on response (purchase intentions). For instance, data security influences purchase intention only through the mediation of perceived risk and convenience. Practical implications Firms interested in providing e-services for MSEs should improve the perceived convenience of e-commerce. At the same time, they can also reduce the lack of knowledge and increase data security to reduce the perceived risk of the decision-maker. Originality/value This paper demonstrates mediating effects of perceived risk and convenience, considering a SOR framework, as well as the analysis of business-to-business e-services in an understudied context, i.e. MSEs in an emerging country.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1974An approach to environmental psychology 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2011Specification, evaluation, and interpretation of structural equation models 2000E-commerce: the role of familiarity and trust 2003Predicting e-services adoption: a perceived risk facets perspective 2004Building Effective Online Marketplaces with Institution-Based Trust

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