Nonprofit organizations are facing increasing challenges to survival and mission accomplishment in a market economy. Thus, many nonprofit organizations are actively exploring how to enhance organizational performance through Internet and communication technologies in the digital era. The relationship between e‐marketing adoption and organizational performance of for‐profit companies has been studied intensively. However, this relationship has not been examined in the nonprofit context. The objectives of this study are to investigate factors promoting the adoption of e‐marketing and the latter's effect on the performance of nonprofits. This paper surveyed 54 nonprofits and used partial least squares structural equation modeling (PLS‐SEM) to test the research hypotheses grounded in resource dependence theory and e‐marketing orientation. Results indicated that top management's attitudinal emphasis on e‐marketing does not lead to e‐marketing adoption. Differs from for‐profit companies, nonprofits' e‐marketing adoption is mainly related to planning and implementation capabilities. Moreover, although planning strongly influences e‐marketing adoption, implementation capabilities play a crucial role in a performance‐driven adoption. Hence, if e‐marketing is adopted without sufficient manpower and skills, organizational performance will not be enhanced even with adequate e‐marketing budget.

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组织文化，能力和采用电子营销对非营利组织的绩效的作用

非营利组织在市场经济中面临生存和使命完成方面日益严峻的挑战。因此，许多非营利组织都在积极探索如何在数字时代通过Internet和通信技术提高组织绩效。深入研究了电子营销采用与营利性公司的组织绩效之间的关系。但是，尚未在非营利性背景下检查这种关系。这项研究的目的是调查促进电子营销采用的因素以及电子营销对非营利组织绩效的影响。本文对54个非营利组织进行了调查，并使用偏最小二乘结构方程模型（PLS‐SEM）来检验基于资源依赖理论和电子营销方向的研究假设。结果表明，高层管理人员对电子营销的态度上的重视并没有导致电子营销的采用。与营利性公司不同，非营利性组织采用电子营销主要与计划和实施能力有关。此外，尽管规划对电子营销的采用产生了很大的影响，但是实施能力在绩效驱动的采用中起着至关重要的作用。因此，如果在没有足够人力和技能的情况下采用电子营销，即使拥有足够的电子营销预算也不会提高组织绩效。尽管规划在很大程度上影响了电子营销的采用，但实施功能在以绩效为导向的采用中起着至关重要的作用。因此，如果在没有足够人力和技能的情况下采用电子营销，即使拥有足够的电子营销预算也不会提高组织绩效。尽管规划在很大程度上影响了电子营销的采用，但实施功能在以绩效为导向的采用中起着至关重要的作用。因此，如果在没有足够人力和技能的情况下采用电子营销，即使拥有足够的电子营销预算也不会提高组织绩效。