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Structural equation modelling was employed for five factors: relative advantage; competitive pressure; complexity; trialability; and top management support, which have been hypothesized to affect the diffusion of web technologies in SCM functions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results suggest that all the factors except trialability are significant predictors of web technologies' diffusion in supply chain functions. The results show also that by diffusing web technologies, organizations can enhance their supply chain activities.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The survey was conducted in a Malaysian context, using a limited set of variables, thus limiting the generalizability of the findings.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>This study provides a greater understanding of managers' perception of web technology diffusion in their organizational SCM functions, and benefits realizing from diffusion of web technology, such as operational efficiency.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>Those interested in adopting web technologies in their supply chain activities may find these results helpful in guiding their efforts.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14637151311319897","type":"journal-article","created":{"date-parts":[[2013,5,21]],"date-time":"2013-05-21T13:54:57Z","timestamp":1369144497000},"page":"431-458","source":"Crossref","is-referenced-by-count":12,"title":["Web technology in supply chain: an empirical investigation"],"prefix":"10.1108","volume":"19","author":[{"given":"Arun Kumar","family":"Tarofder","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Govindan","family":"Marthandan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Avvari V.","family":"Mohan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Prashantini","family":"Tarofder","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022021920244674300_b114","unstructured":"Afzal, M.T., Kulathuramaiyer, N., Maurer, H. and Balke, W.T. 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