经济学英文 10页

-.Aqualitativestudyofbusiness-to-businesselectronicmerceadoptionwithintheIndonesiangroceryindustry:Amulti-theoryperspectiveAbstractThisstudyexploresthebusiness-to-businesselectronicmerce(B2BEC)technologyadoptionexperienceoforganizationswithinthesupplychainofthegroceryindustryinIndonesiausingamulti-theoryperspective.Throughamultiplecasestudywitheightorganizations,itprovidesaprehensiveunderstandingoftheinfluenceofadoptionfactors.Thisstudyshowstheusefulnessofplementarilydeployingseveraladoptiontheoriesandoffersimportanttheoreticalandpracticalimplicationsfororganizationsastheyextendtheirsupplychainsglobally.Keywords·Electronicmerce; ·Technologyadoption; ·Groceryindustry; ·Developingcountry; ·Supplychainmanagement; ·Qualitativestudy.word.zl.\n-.1.IntroductionElectronicmerce(EC)isabroadconceptthatreferstotheexchangeofproducts/servicesandinformationviaputernetworks,includingtheInternet,ExtranetandIntranet .WithintheB2BECcontext,adiverserangeoftechnologiesandinitiativeshavebeenintroduced.ExamplesoftechnologiesincludeElectronicDataInterchange(EDI),automaticproductidentification(barcode,RFIDtags),andElectronicFundsTransfer,andexamplesofinitiativesincludecrossdocking,VendorManagedInventory(VMI),ContinuousReplenishmentProgram(CPR),andCollaborativePlanning,ForecastingandReplenishment(CPFR) .OrganizationscanobtainsubstantialbenefitsfromtheirinvestmentinECtechnologies,asECgenerallyenablesorganizationstoimprove reach, richness and affiliation .DuetothepotentialofEC,manycountriesworldwidehaverapidlyadoptedit ,resultinginasignificantgrowthofECindevelopedcountriesduringthelasttwodecadesand,morerecently,indevelopingcountries .Intheeraofglobalization,developingcountrieshaveplayedanimportantroleinworldtradeandmercebecauseoftheirlargemarketpotentialandlowcostoflabor .Developingcountriesaredefinedascountrieswithalowtomiddleinelevel,alowstandardofliving,restrictedtechnologyinfrastructureandlimitedaccesstoproductsandservices .Withadvancementsininformationandmunication.word.zl.\n-.technologies(ICT),largeglobalorganizationsareincreasinglyextendingtheirsupplychainsacrossmultiplecontinentsinordertocutcostsandincreasetheirreach .ThroughICTadoption,developedcountriescantradewithdevelopingcountriesmoreefficientlyand,inturn,helpthosedevelopingcountriesachievemoresustainableeconomicgrowth.However,duetodifferencesintheirsocial,cultural,economic,political,legalandtechnologicalconditions,developingcountriesencounterasetofproblemsandconcernsthatvaryconsiderablyfromthosefacedbydevelopedcountries Forexample,Hofstede'snationalculturetheorysuggeststhatdevelopingcountriesanddevelopedcountriesdiffergreatlyintheircharacteristics,whichmayaffecttheirorganizationalbehaviortowardtechnologyadoption .CulturaldifferencescapturedbyPowerDistanceandUncertaintyAvoidancedimensionssuggestthatorganizationaltechnologyadoptionbehaviorisconstrainedsociallyasaresultoftheattachmentofmeaningsandinterpretationsrelevanttothatculturalcontext.Thus,organizationsoperatingindevelopedcountries(withalowUncertaintyAvoidanceindex)tendtostressbothtechnologicaldevelopmentandtechnologicaladoptionmorethanorganizationsoperatingincountrieswithahighPowerDistanceandlowtoleranceforambiguityanduncertainty .Inanotherstudy,Guoetal. findthatthewayorganizationsuse,phoneandfaxinChina(adevelopingcountry)andAustralia(adevelopedcountry)islargely.word.zl.\n-.influencedbythedifferenceintheUncertaintyAvoidancedimensionofculturaldifferencebetweenthesetwonations.Asaresult,differentsetsofapproachestotechnologyadoptionarerequiredtosuittheculturalandcontextualconditionsofdevelopingcountries .However,atthisstage,thereremainsarelativelylimitednumberofin-depthstudiesandunderstandingregardingtheadoptionofECtechnologiesbydevelopingcountries,despiteagrowingnumberoftechnologypenetrationsthathavetakenplaceinthesecountriesinrecentyears AnunderstandingoftheadoptionofICT,inparticularECtechnology,bydevelopingcountriesisthusimportantforbothresearchersandpractitioners.Moreover,thecontextualsituationsofcountriesarearguablydifferentinnature.Forexample,thematurityoftheICTinfrastructure,e-mercereadiness,degreeofgovernmentsupport,andextentofbusinesspetitivenessvarygreatly,notonlybetweenthedevelopedanddevelopingcountriesbutalsoamongdevelopingcountries.Furthermore,itwouldbeinappropriatetoassumethatvariousdimensionsofnationalcultureremainsomewhatsimilaracrossalldevelopingcountries.Infact,distinctculturaldifferencesarenotedamongdevelopingcountries.Hence,itcouldbearguedthatqualitativestudiesfocusingone-merceadoptioninsomedevelopingcountriesarenotnecessarilyreflectiveofthee-mercetrendsandadoptiondynamicsofalldevelopingcountriesacrosstheglobe..word.zl.\n-.Inaddition,somenoticeablegapshavebeenidentifiedintheexistingECliterature.First,inthecontextofdevelopingcountries,therearelimitedempiricalstudiesonECtechnologyadoptionbylargeorganizations.Bycontrast,manystudiesexplorethediffusionofECtechnologiesamongsmallandmedium-sizedenterprises(SMEs),primarilyusingsurveys.Second,mostofthesestudies,especiallyintheSoutheastAsiaregion,exploreonlygeneralECtechnologyandpractices(includingBusiness-to-CustomersECandgeneralpractices).OnlyahandfulofstudiesassessabroadrangeofECtechnologiessuchasEDI,e-auctions,EFT,andotherB2BECinitiatives .Furthermore,duetotheexclusionofthestudycontext,therehavebeensomeconflictingfindingsregardingtheimpactofadoptionfactorsonactualadoption .Inaddition,severalexistingstudiesaggregatetheadoptionexperienceacrossmultipleindustrieswithinacountryusingquantitativemethods.Therefore,adetailedunderstandingoforganizations’adoptionexperienceislacking .Onlyafewauthorsfocusonaspecificindustryandemployaqualitativemethod,forexample,UtomoandDodgson ,whoconcentrateonIndonesia'smanufacturingofindustrialproducts,andKurnia ,whofocusesontheChinesegroceryindustry.TheexistingqualitativestudiesonECadoptionarealsogenerallydescriptiveinnature.Typically,theyidentifyanumberofadoptionfactors,whichareoftengroupedintotechnological,organizationalandenvironmental.word.zl.\n-.contextsbutgenerallylacktheoreticalexplanationsoftheunderlyingmechanismsoftheinfluence.Thus,insummary,wearguethatthereiscurrentlyalackofrichunderstandingoftheB2BECadoptionphenomenonindevelopingcountriesduetothedominanceofquantitativestudiesandthelimitedapplicationofadoptiontheories .Infact,theadoptionprocessinvolvesdynamicinteractionsamongsocial,legal,economic,politicalandtechnologicalfactorsthatcallformorestudiesinvolvingseveraltheoreticalperspectivestobetterunderstandtheadoptionphenomenonindifferentcontextsofdevelopingcountries.Eachdevelopingcountrymayhavespecificcontextualfactorsinvolvingdifferentdynamicsandinterplays,whichmayhavedifferingeffectsontheadoptionphenomenon.In-depthstudiesofhowB2BECtechnologyisadoptedinacontextthathasnotyetbeenthoroughlyinvestigatedthuscontributetothecurrentknowledgeinthisarea.2.OverviewoftheIndonesiangroceryindustryIndonesiahasmanynaturalresources,anditseconomicpositionhasdevelopedrapidly.TheIndonesianeconomyisranked16th onaglobalscalebasedonGDP,anditspurchasingpowerisranked15th.Indonesiahasbeenanimportanttradingpartnerformanycountries,includingChina,India,Australiaandmanyotherdevelopednations .Inparticular,.word.zl.\n-.foreignretailersquitenaturallyseektodevelopapresenceinanycountrywithalargepopulationbase.Inaddition,givenyearsofcontinuousimpressiveandsustainedeconomicgrowthinIndonesiaduringthe1990s,thegroceryindustrypresentedtremendouspotentialforfuturegrowthintheeyesofforeignretailers .StronggrowthinIndonesians’personaldisposableinehasledtosteadyescalationingroceryretailsalessincetheendofthe20thcentury.Thisreflectsasubstantialincreaseintheminimumwage,highinflationrates,andrecoveryfromthe1998crisis.Indonesiaisviewedasamarketthatiscloselyassociatedwithcontinuouseconomicrecoveryandsteadyadoptionofconsumerism.In2002,retailsalesinIndonesiaamountedtonearlyUS$7billion,andthesectoremployedapproximately17.7%ofIndonesian'stotallabor.In2012,groceryretailsalesinIndonesiaamountedtoapproximatelyUS$36billionandareestimatedtoincreasetoUS$64billionby2016 .ThesefiguresshowthepotentialimpactofthegroceryindustryonIndonesia'soveralleconomicsituationforyearstoe.ThecurrentIndonesiangroceryretailmarketcanbedividedintothetraditionalmarketformat,whichincludestraditionalstoresandwetmarkets,andthemodernmarketformat,whichincludesminimarkets(conveniencestores),supermarkets,andhypermarkets.Inurbanareas,thehighconcentrationofdifferentretailtypeshasintensifiedpetition..word.zl.\n-.Hypermarkets,withtheirlargeproductofferingsofapproximately60,000items,arestronglypetingwithsupermarketsformarketshare,andbothareintightpetitionwiththetraditionalmarketformat.Thetraditionalmarketformat,however,continuestodominatetheruralmarket,wherepetitionismuchlessintense .Inthelastfiveyears,themodernmarketformathasbeenthefastestmoverinthemoderngroceryretailsectorinIndonesia.Duringtheperiodof2004–2008,themodernmarketgrewbyasmuchas19.8%peryear,thehighestamongtheretailtypes .Supermarketscontinuedtohavethelargestshareofthemodernmarketupuntil2004,withupto42.5%ofthetotalmarketshare.However,since2005,theIndonesianmodernmarkethasbeendominatedbyhypermarkets,whicharethemostprofitabletypeofmodernmarket.In2008,supermarketsaccountedforonly26.2%ofthemarketshare,followinghypermarkets,whichhad41.7%ofthemarketshare,andminimarkets,witha32.1%share .Ofthethreedifferenttypesofmodernmarketformats,thehypermarketispredictedtobethestrongestretailmodelforthenext5years.Thehypermarket,alsowellknownasMassGroceryRetail(MGR),isestimatedtogrowfromthestartingpositionofUS$2.4billionrevenuein2008toUS$3.9billionin2013 .TheinfluenceofthesemodernmarketformatsandMNChasgenerallydriventechnologyadoptionwithintheindustry..word.zl.\n-.3.ThestudyfindingsInthissection,wedescribehowtheadoptionfactorscapturedinourresearchframeworkdriveorinhibittheadoptionofvariousB2BECtechnologyinitiativescurrentlyadoptedbytheorganizationsinvolvedinourstudy. Table4 summarizesfactorsaffectingtheadoptionofB2BECbytheparticipants.Eachfactorisdiscussedbelow.3.1.TechnologicalcontextWithinthetechnologicalcontext,thestudyfindingshighlightthreesalientfactorsthataffectadoption:perceivedbenefits,patibilityandcostoftechnologies.EachfactorhasadifferentinfluenceonECadoption.Othercharacteristics,suchasplexityandrisks,donotappeartosignificantlyaffecttheB2BECadoptionbytheparticipantsand,hence,arenotdiscussedinthissection.3.1.1.(+)PerceivedbenefitsWithinthetechnologicalcontext,ourstudyindicatesthepositiveinfluenceoftheperceivedbenefitsoftheadoptedB2BECtechnologies.Mostorganizationsfindthatthisisaverycrucialfactorineverytechnologyinitiativethattheydecidetopursue.Someoftheseperceivedbenefitsincludeaccuracy,speedandefficiency,whichallfinallyleadtocostsavingsfortheorganizations.ThesebenefitsarethemaindriversbehindthepursuitofB2BECinitiativessuchasbarcode,.word.zl.\n-.EDI,andcrossdocking.B2BECinitiativessuchasthehandheldPDAsystemareperceivedtohaveadditionalbenefits.Apartfromspeedandefficiency,participantsacknowledgedotherbenefitsofimplementingtheseinitiatives,includingthefollowing:(1)abilitytocontrolandmonitorhumanfactors,imposingdisciplineandstrictpolicytoensureasufficientlevelofsalesmenperformance,(2)abilitytoincreaseinformationvisibilityforbothitsownemployeesandexternalcustomers,and(3)abilitytomaintaingoodrelationshipswithtradingpartnersbymaintainingface-to-faceinteractions.AccordingtotheManagingDirector,Manufacturer(panyC):Weneedtodothingsmoreefficientlyandfaster.Automation[theuseofPDA]reduceshumanerrors,whichresultsinefficiencyandspeed,leadingtomoresales.Itincreasesourspeedofprocessingdata.Also,ithelpstocontrolandimposedisciplineonoursalesmen.Wecantrackdownalltheiractivitiesinthefield.ManagingDirector,Manufacturer(panyC)Astechnologyadoptionwouldtypicallyrequiresubstantialinvestmentcapital,itisveryimportantfororganizationstoforeseetheperceivedbenefitstobegainedfromsuchaninvestment..word.zl.