随着互联网时代的到来,线下旅行社能否识别企业潜在的电子商务能力决定其互联网转型的方式,也是新时期旅行社创新创业的重要形式.尽管很多研究探索了互联网赋予传统企业的创业驱动力,但是基于旅游业的研究较少.文章目的是探索旅行社高管的创业感知维度以及如何借此识别企业潜在电子商务能力.根据主观创业理论关于创业经验的分类,提出了旅行社高管的3种创业感知类型,并基于外部市场和内部资源两类驱动力,构建了识别旅行社电子商务能力的研究模型并提出了相关假设.采用滚雪球抽样获取了167家转型中的旅行社调查问卷,并运用偏最小二乘(PLS)结构方程进行了实证检验.结果显示,外部的市场撬动和内部的资源支持两种机制刺激产生了3种创业感知.合作经验、规划经验以及运营经验3类创业感知是识别企业潜在电子商务能力的关键中介变量,但是三者的中介作用并不均衡.规划经验感知对识别潜在电子商务能力具有更重要的影响.该结果为我国旅行社互联网转型提供了管理变革启示,也为如何识别有效的电子商务能力提供了新的思路.%Given the rapid growth of Internet and net-enabled business transformations in travel indus-try, researchers and practitioners are increasingly interested in how an entrepreneur in travel agency recognizes e-business capabilities. While it is important to invest in e-business initiatives for offline travel agencies, un-derstanding how to identify necessary e-business capabilities contributes to successful net-enabled busi-ness transformation in dynamic markets. Recent research in this area mainly focuses on how to lever-age e-business capabilities for net-enabled business transformations in organizations. Few studies have examined and empirically tested how business executives and organizational factors affect e-business capabilities recognition in the travel industry, thus presenting a clear research gap. To address this research gap, we draw on the subjective theory of entrepreneurship to investigate the dimensions and effects of entrepreneurial perceptions in identifying e-business capabilities for of-fline travel agencies. Specifically, we delineate three dimensions of entrepreneurial perceptions from subjective theory of entrepreneurship: collaboration experience perception, planning experience percep-tion, and operations experience perception. These entrepreneurial perceptions from firm executives play a critical role in identifying opportunities for the reconfiguration of business model and operational pro-cesses. Following the logic of subjective theory of entrepreneurship, we propose that the three dimen-sions of entrepreneurial perceptions serve as the mediation mechanisms to turn the driving forces from e-business market maturity and IT infrastructure into e-business capabilities recognition. Drawing from a sample of 167 firms using snowball sampling in China were used to test the proposed research model. Results from partial least squares structural equation modeling (PLS-SEM) confirm that the identified three types of entrepreneurial perceptions act as key mediation factors with disequilibrium effects on recognizing e-business capabilities from e-business market maturity and IT infrastructure maturity. First, our results show that that e-business market maturity and IT infrastructure maturity are positively and significantly related to drive entrepreneurial perceptions. Significantly, results reveal IT infrastructure maturity has stronger effects on collaboration perception and planning perception than e-business market maturity. Furthermore, three types of entrepreneurial perceptions mediates the positive influence of e-business market maturity and IT infrastructure on recognizing e-business capabilities. Our results also suggest that entrepreneurs with more experience about planning perception can recognize better e-business capability recognition than other entrepreneurial perceptions. This study highlights the importance of entrepreneurial perceptions in identifying e-business capabilities for traditional travel agencies. The research findings offer practical implications on how to promote in net-enabled transformation environment. Three theoretical and empirical contributions emerge from this study. First, we identified three dimensions of entrepreneurial perception, which can help managers evaluate the potential entrepreneurial level in net-enabled business transformations. Second, we developed a framework to reveal the mediation mechanisms of entrepreneurial perceptions. This framework can help entrepreneurs to understand the pathways to improve e-business capabilities recognition. Third, managers should view e-business market maturity and IT infrastructure maturity as the critical forces for motivating entrepreneurial perceptions in net-enabled business transformation.
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