The effect of international pressures on the cross-national diffusion of business-to-business e-commerce

Abstract This research paper assesses the factors affecting the diffusion of business-to-business (B2B) e-commerce across national boundaries. Applying the world society perspective of new institutionalism at an international level, this paper investigates how national linkages to world society affect the cross-national diffusion of B2B e-commerce. In addition, this paper explores the role played by market complexity. Utilizing data from multiple secondary sources, our regression analysis confirm that both professional networks and cohesive trade ties between countries, as sources of normative pressure, provide a learning channel that contributes significantly to the cross-national diffusion of B2B e-commerce. Likewise, coercion from predominant countries acts as a mechanism for social change and technology transfer and contributes significantly to the diffusion of B2B e-commerce between countries. The results also confirm that B2B e-commerce is more likely to diffuse in economies with complex markets due to the pursuit of efficiency in business.