The effects of environmental factors on B2B e-services purchase: perceived risk and convenience as mediators

Abstract

Purpose

Based on the stimulus-organism-response (SOR) framework, this paper aims to analyze the influence of environmental factors (e.g. competitive pressure) on the firm’s evaluations (i.e. perceived risk and convenience) and response (intention to purchase e-services).

Design/methodology/approach

A model is tested with data from a survey with 430 micro- and small-sized enterprises (MSEs) in an emerging country. The following constructs were measured: external factors, data security, lack of knowledge, perceived risk, convenience and purchase intention. Company size, internet use and previous experience were control variables.

Findings

MSEs’ intention to purchase e-services is strongly influenced by convenience, which in turn is more affected by external factors. Perceived risk is mainly affected by lack of knowledge and data security. Overall, the model supports the mediating role of perceived risk and convenience in the relationship between Stimuli factors (external factors, data security and lack of knowledge) on response (purchase intentions). For instance, data security influences purchase intention only through the mediation of perceived risk and convenience.

Practical implications

Firms interested in providing e-services for MSEs should improve the perceived convenience of e-commerce. At the same time, they can also reduce the lack of knowledge and increase data security to reduce the perceived risk of the decision-maker.

Originality/value

This paper demonstrates mediating effects of perceived risk and convenience, considering a SOR framework, as well as the analysis of business-to-business e-services in an understudied context, i.e. MSEs in an emerging country.

Citation

Matos, C.A.d. and Krielow, A. (2019), "The effects of environmental factors on B2B e-services purchase: perceived risk and convenience as mediators", Journal of Business & Industrial Marketing, Vol. 34 No. 4, pp. 767-778. https://doi.org/10.1108/JBIM-12-2017-0305