Abstract
With the rapid technological developments, cross-border e-commerce (CBEC) as a sector is also expanding rapidly. In the past couple of decades, China has become a major force in promoting and developing CBEC and, therefore, it was needed to explore the various antecedents and outcomes of Chinese CBEC to expand the understanding and existing CBEC scholarship. Ample studies have been conducted to understand the antecedents and outcomes of CBEC. However, limited studies have explored such variables which can mitigate the adoption of CBEC. With this background, this empirical study was focused on addressing this gap by studying the moderating role of environmental context between organizational context and the four levels of CBEC adoption with the help of a technology-organization-environment framework. SMEs operating in China were targeted for data collection, where data were collected through an online survey. A final sample size of 208 was recorded. It was found that the organizational context has a direct and positive impact on all four levels of CBEC adoption. Furthermore, the moderating role of environmental context on Level 1 and 2 was not supported. Finally, the moderating role of environmental context on Level 3 and 4 was supported by the data. It was concluded that the organizational context plays a significant role in shaping CBEC at all four levels, whereas the environmental context has the potential to mitigate the relationships between organizational context and CBEC Level 3 and 4.
Highlights
The results revealed a significant impact of organizational context on Level 1 (β = 0.330, t = 4.447, p < 0.001), Level 2 (β = 0.311, t = 4.369, p < 0.001), Level 3 (β = 0.183, t = 2.863, p = 0.004), and Level 4 (β = 0.255, t = 4.433, p < 0.001), supporting Hypothesis 1 (H1), Hypothesis 2 (H2), Hypothesis 3 (H3), and Hypothesis 4 (H4)
In line with our proposed Hypotheses Hypothesis 7 (H7) and Hypothesis 8 (H8), we found that environmental context moderates the relationship between organizational context with
Sector and encourage them to adopt cross-border e-commerce (CBEC). This empirical study was focused on the investigation of the moderating role of environmental context between the relationship of organizational context and the four levels of CBEC adoption
Summary
With the backdrop of rapid technological developments, organizations across the globe are adopting the latest technologies mainly because they bring more efficiency, cut costs, and give access for frequent interactions with stakeholders. The adoption of the latest technological tools has become a matter of managerial concern [1]. This rapid technological advancement has made it possible for organizations to communicate, retrieve, respond, collaborate, and share knowledge within its employees and with their other stakeholders such as customers, vendors, investors, and suppliers, etc. With so much on the plate as its perks, it is vital to understand the drivers and motivators behind the technological adoption [3]
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