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In recent years, electronic commerce has experienced phenomenal growth. Electronic commerce is not only about technology, although a great deal of knowledge is required to apply during diffusion of electronic commerce. Hence, a model is proposed and tested showing how firms promote knowledge application during diffusion of electronic commerce. Based on survey responses from 218 Chinese firms, the results indicate that both internal social capital and learning orientation are significant channels of knowledge application. Moreover, learning orientation plays a mediating role between internal social capital and knowledge application. This finding implies that firms promote knowledge application during diffusion of electronic commerce through fostering internal social capital and developing learning orientation. Managerial implications are explored and future research directions are also identified.