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Factors affecting new product post-adoption behavior in a major US automotive supply chain: an examination of antecedents to technology internalization

Frederick Hong-kit Yim (Department of Marketing, Hong Kong Baptist University, Kowloon Tong, Hong Kong)
Howard Forman (Department of Marketing, California State University, Fullerton, Fullerton, California, USA)
Hyokjin Kwa (Department of Marketing, Drexel University, Philadelphia, Pennsylvania, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 28 January 2013




Given the importance of technology implementation and usage in managing and leveraging supply chains and the associated difficulties of diffusing information technology (IT) within and across organizations, little research has been conducted to understand the antecedents of technology adoption, particularly in the supply chain context. The purpose of this paper is to extend the understanding of how organizational factors affect post-adoption behaviors, a process collectively defined as internalization.


A mail survey of 413 supply chain members of a major US automotive company was conducted to test the model.


The study finds that relative cost, supply chain orientation, and task-technology fit have a direct effect on extended technology usage or internalization of the technology.

Research limitations/implications

Although the study sample was collected from the supply chain base of the largest automotive manufacturer in the world, its generalizability is limited as it represents a single tier of one supply chain. The sample consists of suppliers from North America, which restricts generalizability to companies in that geographic area.

Practical implications

The research findings suggest that managers can influence post-adoption behaviors through seamlessly fitting the technology to the employee's tasks, communicating the advantages of utilizing the technology to its users, and developing an orientation of supply chain activities.


While previous research focuses more on technology adoption, the present study extends previous research by looking into technology internalization, a process related to the effective and consistent use of a technology over time.



Received 17 May 2011Revised 14 February 20127 April 2012Accepted 10 May 2012


Hong-kit Yim, F., Forman, H. and Kwa, H. (2013), "Factors affecting new product post-adoption behavior in a major US automotive supply chain: an examination of antecedents to technology internalization", Journal of Business & Industrial Marketing, Vol. 28 No. 2, pp. 147-159.



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Copyright © 2013, Emerald Group Publishing Limited

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