A dynamic process of buyer-seller technology adoption

Jongkuk Lee, William J. Qualls

Research output: Contribution to journalArticlepeer-review


Purpose: The objective of this paper is to propose a process through which channel stakeholders interact with one another to adopt a buyer-seller technology with the purpose of improving the efficiency of their supply chain. The paper seeks to examine how ongoing business relationships between channel stakeholders influence the process of buyer-seller technology adoption. Design/methodology/approach: The paper extends the technology acceptance model (TAM) to dyadic adoption behaviour by incorporating a social network perspective for buyer-seller relationships. Findings: Buyer-seller technology adoption occurs at multiple levels throughout a supply chain network. Although each channel stakeholder forms its own behavioural intention to adopt a new enterprise technology, actual adoption occurs at the dyadic level between two channel stakeholders. Network embeddedness and resource dependence can influence the individual firm and dyadic processes of buyer-seller technology adoption. Research limitations/implications: The results of the study imply that successful implementation of a buyer-seller technology requires attention to the relationships between channel stakeholders as well as each channel stakeholder's internal needs and capability of adopting the technology. Originality/value: The paper offers a social network perspective of buyer-seller behaviour when adopting a new technology. The model provides a framework through which the impact of internal and relational factors on technology adoption behaviour can be examined systematically at the dyadic level of supply chain relationships.

Original languageEnglish (US)
Pages (from-to)220-228
Number of pages9
JournalJournal of Business and Industrial Marketing
Issue number3
StatePublished - 2010


  • Buyer-seller relationships
  • Channel members
  • Marketing models
  • Technology led strategy

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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