ADOPTION CORRELATES AND SHARE EFFECTS OF ELECTRONIC DATA INTERCHANGE SYSTEMS IN MARKETING CHANNELS

The establishment of electronic information interchange linkages between channel members offers significant potential for the transformation of their relationship, with significant benefits for all participants. The authors examine the adoption of a particular form of electronic data interchange (EDI), the computer-based interface offerings by insurance carriers to their independent agent communities. The study addresses adoption considerations and postadoption effects. Implications for system design are discussed.