Technology Readiness in a B2B Online Retail Context: An Examination of Antecedents and Outcomes
This paper develops and empirically tests a model that examines the role of Technology Readiness (TR) in the Business-To-Business (B2B) context. It examines how the antecedents of TR affect the construct, and how the construct affects evaluations of a complex credence based B2B service. The research investigates how the retailers' TR impacts their evaluation of Web Solution Service Providers (WSSPs). It responds to previous research calls by extending the TR construct from the Business-To-Consumer (B2C) perspective that is traditional in the extant literature into the B2B domain. The key findings of a survey conducted with 133 firms in the retail industry are that TR is an important contributor to the eventual achievement of service quality and satisfaction.