The role of information technology adoption in the globalization of business buying behavior: a conceptual model and research propositions

Purpose - Advances in information technology (IT) and the globalization of business are both realities and opportunities of the twenty-first century. This article aims to examine the role of information technology in the globalization of business buying behavior. Design/methodology/approach - Literature and theory are used to develop a conceptual model of adoption of information technology (IT) and globalization of business buying behavior. Firm-level and global moderating factors are also examined. Findings - IT adoption includes IT adoption by buyer and by seller and the compatibility of both IT systems. Globalizations of buying behavior is moderated by firm-level factors like perceived risk, digitizability and by task and global moderating factors like availability of alternative suppliers in buyer country; cultural distance and the political stability in the supplier country. Research limitations/implications - The paper provides a number of propositions that can be tested empirically, and also extensions for training and skills for business buyers. Practical implications - The correct choice of IT systems for compatibility with buyers and sellers can mitigate the negative effects of moderating factors. Originality/value - The paper sets out the impact of IT adoption by buyer and seller firms and its impact on globalization of business buying behavior in the twenty-first century.