Critical factors affecting intermediary web site adoption: understanding how to extend e‐participation

Purpose – To provide an investigation of e‐commerce development via an examination of the forces shaping web site development among intermediaries in an extended supply chain. Design/methodology/approach – A two‐stage research design combining qualitative and quantitative methods. Unstructured interviews conducted in the spirit of phenomenology elicited a range of critical incidents of web site development which were further examined via a quantitative survey of intermediaries to test for relationships between critical incidents and web site adoption. Findings – Adopter groups were identified which showed statistically significant differences in terms of the critical incidents driving web site development as well as differences in terms of key company characteristics. The timing of web site adoption was also found to affect the subsequent use of the technology, with early adopters making more advanced use. Research limitations/implications – Limitations associated with the use of retrospective data and respondents’ abilities to recall events, although attempts were made to minimise these through external validation. Practical implications – Provides useful insights for providers of financial services in understanding how to progress the adoption of web site technology by intermediaries, suggesting the development of networks of relationships involving IT suppliers rather than simply focusing on relationships with preferred intermediaries. Originality/value – Addresses a research gap in terms of business‐to‐business e‐commerce and offers practical guidance on how to widen participation in the financial services supply chain.