B2B E-commerce adoption in Iranian manufacturing companies: analyzing the moderating role of organizational culture

Abstract

The objective of this research is to examine the factors affecting Business-to-Business Electronic Commerce (B2B EC) adoption within technology-organization-environment (TOE) framework, and to test how such effects are moderated by organizational culture. Using a survey questionnaire, 320 responses were received from managers and owners of manufacturing companies in Iran. PLS-SEM technique was used for analysis. B2B EC adoption in manufacturing companies was found to be affected by cost of adoption, top management support, competitive pressure, and government support; and organizational culture was found to negatively moderate the relationship between top management support and B2B EC adoption. Managers, owners, and policy makers can use these findings to facilitate the adoption of B2B EC. Previous research have not analyzed the moderating role of organizational culture; these findings contribute to the e-commerce literature by filling this gap. The results indicate that the TOE framework provides a strong base for the study of B2B EC in developing countries. The results also show that this framework is able to integrate moderating variable into the theoretical model.