Abstract

Companies want to leverage emerging technologies to achieve digital transformation, but most of them are reluctant to take action. This study investigates the driving forces behind digital transformation investment by studying how HKTVmall and Pandamart have invested in new digital technologies to enable q-commerce in Hong Kong, China. Though Pandamart follows a modular approach and HKTVmall follows a staged approach to achieve digital transformation, we have found that in both cases, digital transformation has been driven by economic factors (cost reduction and revenue generation), social factors (changing demographic characteristics and changing customer behavior), and technological factors (proprietary technology advantages and new digital technology capabilities).

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