What drives SMEs to adopt e-commerce? The joint role of testosterone and absorptive capacity
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 18 January 2022
Issue publication date: 4 January 2023
Abstract
Purpose
The study aims to investigate the relationship between chief executive officers' (CEOs') prenatal testosterone exposure, absorptive capacity and e-commerce adoption by small and medium-sized enterprises (SMEs).
Design/methodology/approach
Based on a study of 1,519 SMEs led by a male CEO in China, the impact of entrepreneur's digital ratio on e-commerce adoption is empirically analyzed through a multivariate logistic model.
Findings
The results show that the second-to-fourth digit ratio (2D:4D), a reverse measurement of prenatal testosterone exposure, is negatively correlated with the adoption of e-commerce by SMEs. This evidence suggests that CEOs with high prenatal testosterone exposure have a higher probability of adopting e-commerce. In addition, this research indicates a positive correlation between absorptive capacity, which is defined by market innovation, process innovation and marketing innovation, and the adoption of e-commerce by SMEs.
Originality/value
This research can contribute to the discussion by providing new insights into the antecedents of the adoption of e-commerce in SMEs.
Keywords
Acknowledgements
The authors gratefully acknowledge that the paper is the stage achievement of National Social Science Foundation Project (17BSH122) and thank for the support of National Social Science Foundation of China. The authors would like to express thanks to the editor and two anonymous reviewers for insightful comments and suggestions.
Funding: This study received funding from National Social Science Foundation of China (Award Number: 17BSH122).
Citation
Gu, J. (2023), "What drives SMEs to adopt e-commerce? The joint role of testosterone and absorptive capacity", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 1, pp. 90-107. https://doi.org/10.1108/APJML-07-2021-0487
Publisher
:Emerald Publishing Limited
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