Social Structures, Isomorphic Pressures, and B2B Utilisation in the Thai Tourism Industry

This study aims to develop and test a theoretical model to investigate how Thai firms use B2B technology for interorganisational collaboration and productivity. We apply the institutional theory to investigate factors affecting firms´ B2B technology utilisation and performance in the Thai tourism industry. This study posits that mimetic, coercive and normative pressures may influence B2B technology utilization and performance. Survey-based research was carried out to test this model. Following questionnaire development, pretest, and a pilot study, data were collected from firms that have adopted B2B technology in the Thai tourism industry. The partial least squares method was used for data analysis. Results show that normative and coercive pressures had a significant influence on firms´ utilisation of B2B technology, while only normative pressure had a significant influence on performance.