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چکیده
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With respect to the substantial growth of e-commerce and its importance in Iran automobile industry, factors which might be effective on the intention of applying business to business (B2B) e-commerce, have been studied. At first, by collecting experts and connoisseurs ideas in the form of a questionnaire, a suitable conclusion was obtained. This questionnaire was designed in 3 sections that the first section includes 5 questions regarding technology acceptance in the workplace, the second section consists of 4 questions relating to biography and the third section includes 21five- option questions with "Likert" scale which is clustered under the title of "Four main factors". The total end coefficient of the questionnaire has been calculated by using Cronbach’s Alfa 85% .Among the four factors of this study, the relationship between structural factors and the intention of applying B2B e-commerce was identified as the most powerful factor in this analysis and the relationship between innovation characteristics and the intention of applying e-commerce was identified as the least powerful factor in this analysis. In addition, it was found that the effect of all hypotheses on the e-commerce is a direct effect and also the direct effect of "monotony of production technology "on background factors has been rejected in this study. Finally, it was found that these four factors; innovation characteristics, structural factors, behavioral factors and background factors have a determinant effect on the application of B2B e-commerce.
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