Reseller adoption of manufacturersʹ e-business tools: The impact of social enforcement, technology–relationship fit and the mediating role of reseller benefits

Manufacturer–reseller relationships are increasingly becoming technology-infused as distribution managers are employing e-business tools to streamline existing channels. This research examines the role of social enforcement, relationship–technology fit and the perceived reseller benefits in reseller adoption of manufacturersʹ e-business tools. The results of the empirical test involving a sample of 224 resellers suggest that social enforcement and technology–relationship factors impact reseller e-business adoption, while reseller benefits play a mediating role. Implications of these findings for researchers and managers are discussed.