TOE모형을 활용한 B2B유통업의 디지털 전환 수용의도 연구

초록

Recently, B2B distribution firms have faced increasing challenges in managing risks and securing organizational acceptance during the digital transformation process due to the complexity of transactions and the involvement of various stakeholders. However, empirical research on digital transformation adoption in the B2B distribution sector remains limited, highlighting the growing need for a multidimensional and integrated approach. This study empirically analyzes the key factors influencing the intention to adopt digital transformation among domestic B2B distribution firms using the Technology-Organization-Environment (TOE) framework. Regression and cluster analyses were employed to evaluate the influence and relative importance of technological, organizational, and environmental factors. The results indicate that prior experience with technology adoption, digital maturity, innovativeness, and organizational change management significantly affect adoption intention. Moreover, firms with higher levels of TOE factors exhibited stronger adoption intentions. Based on these findings, this study proposes tailored and integrated strategies grounded in the TOE framework to support the successful digital transformation of B2B distribution firms and offers valuable implications for both researchers and practitioners.

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