Factores que contribuyen a la implantación del comercio electrónico con consumidores (B2C) por las empresas manufactureras

Abstract

The implementation of e-commerce by Spanish companies is growing considerably in recent years. However, it is still far from reaching the levels of other European countries, hence the interest in knowing the main features of the Spanish companies that have adopted e-commerce. In this paper we tried to address this research question. We used the data from the Spanish Surveyon Business Strategies, and we considered 13 variables from the Technology-Organization-Environment (TOE) model. The temporal scope of the study covers the period 2001-2013 and includes 1,770 Spanish manufacturing firms and 14,029 firm-year observations.The results show that the introduction of electronic commerce is conditioned by the technological, organizational and environmental contexts. The oldest and largest companies are more prone to the implementation of electronic commerce. These firms have more experience which allows them to cope with the uncertainty implied in an innovation process. So, policy measures should be aimed at reducing such uncertainty.