اعتبار خرید شرکت برای بازارهای الکترونیکی B2B
Abstract
1- Introduction
2- Literature review
3- Trust
4- Perceived value and purchasing intention
5- Research model and hypothesis
6- Research methodology
7- Research design
8- Research measures
9- Analysis method
10- Data analysis
11- Demographic analysis
12- Measurement model test
13- Common method bias
14- Structural model test
15- Mediation effect test
16- Research analyses and discussion
17- Conclusion and research implications
References
Abstract
Electronic commerce and online marketplaces have rapidly become critical transaction channels. Many studies of online marketing have focused on the purchasing behaviors of general buyers. However, many business to business (B2B) e-marketplaces allow professional procurement personnel from various businesses to electronically search for and purchase commodities; this facilitates price referencing and helps procurement personnel complete the tasks associated with direct purchasing functionalities. Despite this trend, few studies have examined the purchasing behavior of procurement personnel in B2B e-marketplaces. To fill this research gap, this study examines the relationships between trust in intermediaries and sellers; trust in commodity information; and the online purchase intentions of the procurement personnel in B2B e-marketplaces. This study also investigates the mediating effect of perceived value on the relationship between trust in commodity information and online purchase intention. The results indicate that the relationship between trust in commodity information and online purchase is mediated by perceived value. In addition, both intermediary trust and seller trust positively and significantly influence trust in commodity information, and intermediary trust positively influences seller trust. This finding is a valuable reference for professionals working in B2B e-marketplaces.
Introduction
The global electronic commerce (EC) industry has grown rapidly since the dot-com bubble in early 2000. It not only changes consumer behavior but also influences employee behavior (Odom et al., 2002; Tapia, 2004; Rigby, 2011). This rapid advancement in EC has exponentially increased year after year, stimulating the development of diversified business models, such as business-to-business (B2B) EC, that have contributed to the growth and availability of online purchase and enterprise operating channels (Chang & Wong, 2010). Procurement personnel are playing increasingly critical roles in decisions on enterprise procurement, and they are spending more time searching for commodity information online, browsing websites and searching for the most appropriate products for their enterprises. Websites designed to provide this type of information have developed at an explosive rate. They increase transparency by displaying relevant commodity information. Specifically, this type of B2B e-marketplace plays an essential role as a third-party platform with the intermediary function of disseminating specific commodity information. To this end, it provides the procurement personnel of various enterprises with the commodity information they need to make effective purchasing decisions. Numerous new styles and forms of e-marketplaces have emerged to provide secure and reliable transactions between buyers and sellers (Odom et al., 2002; Pavlou & Gefen, 2005). In B2B EC, given the comprehensive and radical development of e-marketplaces, the trustworthiness of sellers and intermediaries has become an important factor stimulating the online purchase intentions of procurement personnel (Pavlou, 2002; Chong et al., 2003; Chen & Chang, 2012). As Hong and Cho (2011) noted, a marketplace is composed of many business intermediaries who provide related services in complex business environments, and there are many sellers in this environment. Procurement personnel are typically more willing to conduct exchanges with anonymous sellers if they trust the e-marketplace. Thus, trust is a critical factor in buyers’ online purchasing decisions, and many researchers have studied the role of trust in e-marketplaces (Ba & Pavlou, 2002; Jones & Leonard, 2008; Chien et al., 2012; Fang et al., 2014; Kim & Koo, 2016; McKnight et al., 2017; Alsaad, Mohamad, & Ismail, 2017; Connelly et al., 2018; Hallikainen & Laukkanen, 2018).