Existing literature reveals a general lack of research on business-to-business (B2B) ecommerce showcasing how managers’ affect plays a role in enhancing their attitude toward the businesses they work with. The purpose of this study is to fill that void by ascertaining whether managers’ corporate website knowledge, corporate website expertise and affect toward a corporate site influence their attitude toward the corporate website. It also investigates whether managers’ attitude guides corporate website usage intention in the context of two culturally diverse countries.
Data were collected from managers from the USA and Kuwait using an online survey method. Structural equation modeling using EQS 6.2 software was used for analysis.
The results indicate that corporate Web knowledge influences Web expertise and affect in the US sample; in the Kuwaiti sample, Web knowledge influences Web expertise but does not influence affect. The findings in both studies reveal that managers’ knowledge about the Web has a positive effect on their attitude toward a business website. For Kuwaiti managers, Web expertise has a positive influence on affect. However, Web expertise does not influence managers’ affect in the US sample. The results further suggest that affect influences a manager’s attitude toward corporate websites in the US and Kuwaiti samples.
Self-efficacy and affect infusion theories serve as the foundation for this study. This research adds to these two theories in three ways. First, it examines the combined influence of affect and attitude on B2B managers’ intent to use a corporate website. Second, it proposes a single model that examines the combined relationships among managers’ knowledge and managers’ Web expertise that elicit managerial affect toward corporate websites. Third, the proposed model was tested using samples from two diverse countries (developed, the USA, and developing, Kuwait).
Kuwait Foundation for the Advancement of Science.
Thakur, R. and AlSaleh, D. (2021), "Drivers of managers’ affect (emotions) and corporate website usage: a comparative analysis between a developed and developing country", Journal of Business & Industrial Marketing, Vol. 36 No. 6, pp. 962-976. https://doi.org/10.1108/JBIM-02-2020-0118
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