Factors Influencing the Adoption of Online Lead Generation Practices in B2B Micro, Small, And Medium-Sized Enterprises (MSME)

Abstract

The primary purpose of this study is to investigate the different factors that influence the adoption of online lead generating platforms within the B2B Micro, Small, and Medium-Sized Enterprises (MSMEs) in the Delhi NCR region. The study draws its basis on the Unified Theory of Acceptance and Use of Technology (UTAUT2) framework, and the research explores the “factors - intention - behaviour” link to understand as to why a high willingness among entrepreneurs does not always translate into actual usage with respect to B2B online lead generating platforms. The study has been conducted a quantitative survey and collected data from 385 B2B MSME owners, managers and decision makers in the Delhi NCR region. The findings suggest that UTAUT2 constructs Lead Maturity and Competitor Presence (β = 0.567) were the main drivers of Behavioural Intention (R² = 0.968). However, a significant intention to behaviour gap was noticed, and Behavioural Intention did not exactly translate into Actual Usage (p = 0.133). This finding challenges the existing belief and quite controversially suggest that within the B2B MSME sector, price sensitivity (r = 0.944) and other structural barriers cancels out one’s behavioural intent, indicating a “paradigm shift” when it comes to the adoption of online lead generating platforms. The research within the Indian B2B MSME sector is a unique study that helps in identifying factors that determine the behavioural intention and actual usage, of an online lead generating platform; something that has remained unnoticed in past studies. The study also offers an alternate view to the UTAUT2 model, in an Indian B2B scenario, where behavioural intention to use a platform may not necessarily result in the actual usage of that. Additionally, the study also provides certain guidelines for current B2B online lead generation platforms, highlighting the fact that the adoption in Indian B2B MSMEs depend on transparency of lead maturity and quality of lead, rather than simple access to tools or technology.